文档介绍：The Hazards of Strategic Planning
for Global Markets
Myung-Su Chae and John S. Hill
AS GLOBAL petition has heigh-
tened it has e more important for managers to
keep pace with the rapidity of worldwide change?
Increasingly, firms must manipulate resources on a
global basis and align them to international oppor-
tunities and threats. This puts considerable pressure
on international planners to interpret the global mar-
ketplace, predict the future and then ensure that suit-
able strategies are implemented. 2 The pressure to
perform globally has e particularly acute for
panies which have been perceived as
lagging behind their European and Japanese counter-
parts. 3
But it is one thing to set up an international plan-
ning system and another to make it operate smoothly.
While a few panies have e
essful without setting prehensive global
planning systems (. Sun Microsystems4), the vast
majority already have planning systems in place. The
managerial task is to make them work effectively. For important part of planning, but should objectives
managers to put their planning experiences into per- be set at corporate levels for product divisions
spective, they need pare their planning pro- or lines, or at subsidiary levels? Similarly, what
cesses to those of others. This survey of 90 large factors are routinely examined in opportunity-
international American corporations provides a back- threat and strengths-weaknesses analyses? What
drop against which other panies can sorts of financial information and analyses are cur-
evaluate their global strategic marketing planning rently used, and which types of marketing mix
efforts. In particular, the focus was on: and resource allocation decisions are routinely
r3 Who initiates the planning process? Do large mul- included in formal planning efforts?
tinational corporations still use predominantly O What upsets the planning process? In particular,
bottom-up planning