Global company International company Multinational company Transnational company

Operations & Trade More than 20 countries Export/import 2 to 10 Mixture of all of these.
Flexible, adopt local culture and taste,
and develop marketing strategy
accordingly
Investment Mostly have FDI No FDI May have FDI in few Mostly have FDI
countries

Strategy Centralized Organizational
structure and key decision making
Products/R&D Headquarter/parent company,
subsidiary may take part in idea
development
Key decision making from
Domestic country of the
company
Domestic country
Centralized Prefer to have Decentralized strategy
Similar to global company Developed according to the local
needs and demands by the subsidiary,
however approved by the parent
company before launching.

Challenges Regulatory and Legal issues due to Legal, regulatory, customs, In addition to legal, they Due to varied culture and
presence in many countries product taste may face organizational structure,
IPR issues such as product internal power issues are common
idea copying
Example Microsoft, Lenovo, Coca-Cola, Walmart General Motors Nokia, BMW
Shell