Colgate-Palmolive International Business Strategy
Table of Contents
1. Introduction 3
2. Internationalization Strategy of Colgate-Palmolive 3
2.1 The assesment of the internationalisation of the company 3
2.2 The assessment of geographical characteristics of internationalisation 5
2.3 The outline of the main foreign market entry modes employed by the company 5
2.4 The overview of the enterprise structures and controls used by the company 6
3. Evaluation of academic strategy frameworks for Colgate-Palmolive 8
3.1 Overview of the Bartlett and Ghoshal’s generic strategies framework 8
3.2 Evaluation of the Bartlett and Ghoshal 's framework on the company 's example 9
4. Conclusion 11
5. List of Figures 12
6. Bibliography 13
1. Introduction What a “Colgate Smile” is a phrase commonly used as a compliment about one’s smile. It has been popularized throughout the whole world, due to Colgate’s good reputation as a successful business.
Colgate, today being one of America’s most successful Fortune 500 companies, has a long history of evolution and complex adoption of various business strategies, which led to its current solid powerful position.
As representatives of the Colgate-Palmolive Company, we are pleased to tell you more about the success story of our company through this report.
In the first part, we will show how CP slowly internationalized and expanded globally by adapting various strategies to become one of the most powerful MNC’s, to then in the second part, give you details from an academic point of view with regards to the Bartlett and Ghoshal 's transnational strategy framework which the firm ended up adopting in order to most efficiently survive in and take over the very competitive market.
2. Internationalization Strategy of Colgate-Palmolive
2.1 The assesment of the internationalisation of the company
In 1806, William Colgate started a starch, soap and candles company in New York City and, after 207 years, Colgate-Palmolive stands as one of the
1. Introduction 3
2. Internationalization Strategy of Colgate-Palmolive 3
2.1 The assesment of the internationalisation of the company 3
2.2 The assessment of geographical characteristics of internationalisation 5
2.3 The outline of the main foreign market entry modes employed by the company 5
2.4 The overview of the enterprise structures and controls used by the company 6
3. Evaluation of academic strategy frameworks for Colgate-Palmolive 8
3.1 Overview of the Bartlett and Ghoshal’s generic strategies framework 8
3.2 Evaluation of the Bartlett and Ghoshal 's framework on the company 's example 9
4. Conclusion 11
5. List of Figures 12
6. Bibliography 13
1. Introduction What a “Colgate Smile” is a phrase commonly used as a compliment about one’s smile. It has been popularized throughout the whole world, due to Colgate’s good reputation as a successful business.
Colgate, today being one of America’s most successful Fortune 500 companies, has a long history of evolution and complex adoption of various business strategies, which led to its current solid powerful position.
As representatives of the Colgate-Palmolive Company, we are pleased to tell you more about the success story of our company through this report.
In the first part, we will show how CP slowly internationalized and expanded globally by adapting various strategies to become one of the most powerful MNC’s, to then in the second part, give you details from an academic point of view with regards to the Bartlett and Ghoshal 's transnational strategy framework which the firm ended up adopting in order to most efficiently survive in and take over the very competitive market.
2. Internationalization Strategy of Colgate-Palmolive
2.1 The assesment of the internationalisation of the company
In 1806, William Colgate started a starch, soap and candles company in New York City and, after 207 years, Colgate-Palmolive stands as one of the
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