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时间:2021-10-24 03:01 来源: Essay代写

摘要:提供Caterpillars International Strategy-会计专业优秀论文样本:有关毛毛虫的国际战略 论文免费阅读。The domain of internatio......

会计专业优秀论文样本,会计论文范例:毛毛虫的国际战略

  Caterpillars International Strategy

  The domain of international business theory contains an overwhelming array of perspectives and dimensions. International business (IB) definitions and assumptions are as diverse and ambiguous as their sources. Approaches to IB have established the fundamental perspectives as being global or organisational, but the content of these areas are immense. The development of the global approach, or more correctly labelled as ‘macro’ (Rugman and Hodgetts 2000. pp. 24) has recently evolved in the 1990’s as a result of the mixed organisational orientated approaches, otherwise labelled as ‘micro’. This discussion takes the form of analysing Caterpillar in the international business arena by highlighting issues and theories that relate initially to the wider macro environment, then specifically towards Caterpillar as an organisation.

  The selected definition of IB for the basis of this discussion has been taken from an opening statement. This being ‘transactions taking place across national boarders’ (Rugman and Hodgetts 2000 pp. 5). This simple statement is considered sufficient to incorporate its entirety, however the recognition of the multi dimensional perspectives and their interrelatedness needs to be comprehended. The aim of this discussion is to explain the international strategy of Caterpillar by using its context as a platform for applying relevant literature.

  Caterpillar history

  For clarity reasons it is considered necessary to offer a brief introduction to Caterpillar. They have been established in the construction equipment industry for over 75 years and recorded $20.45 billion turnover in 2001 (annual report 2001). Their main products are divided as machinery with 58% of sales, engines with 33%, and financial products with 9%. The mission statement of Caterpillar is to ‘be the global leader in customer value’; this clearly indicates the attention to a high quality of service as being their competitive edge. This service is integrated through a sophisticated network of 1840 locations across all six continents, of these; Caterpillar has foreign direct investment (FDI) in 255 locations. The corporate strategy for the future is to bolster their leadership in the market through initiatives labelled by Datamonitor (2003) and the annual report (2001) as being ‘profitable growth, championing continuous quality improvement, aggressively reducing costs, and developing an integrated e-business’. In attempting to understand the reality of Caterpillar’s strategy, theories are applied to offer explanations behind the corporate publishing’s.

  The critical success factors associated with Caterpillar are primarily their strong brand; this is then supported by network and service capabilities that represent reliability and consistency. Caterpillar is also renowned for product innovation; they have continually innovated which has contributed to the brand andreputation. The international market responds to positive brand vales because the nature of the industry requires trust and relationships.  

本文标签: CaterpillarsInternationaStr

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