Need for Local
Responsiveness
Need for Global
Integration
Results
Low
High
Global strategy
High
Low
Multidomestic
strategy
High
High
Transnational
strategy
A global strategy is a strategy that a company develops to expand into the global market. The purpose of
developing a global strategy is to increase sales across the world. The term "global strategy" includes
standardization, international and multinational strategies.
A multi-domestic strategy is a strategy by which companies try to achieve maximum local
responsiveness by customizing both their product offering and marketing strategy to match different
national conditions
A transnational strategy is simply a plan of action whereby a business decides to conduct its activities
across international borders