How can leaders in today’s MNE formulate and implement effective global strategy?

• Mengdi LIU

Introduction

Multinational enterprises (MNE) are organizations that provide or control goods or services inside and outside the home country. For example, “when a company has operations in more than one country or is registered in more than one country, it may be assigned as MNE”[1]. Usually, a multinational enterprise is a great corporation which produces or sells goods and services in various countries.

Usually, companies are faced with different types of very important strategic decision, when they engage in international marketing operation. First of all, leaders need to make decisions in principle to submit the corporate to a certain extent of internationalization. More and more companies will realize that if they have a strong global logic requires, they must purse the global marketing for several competitive reasons. Once committed, the enterprise will have to determine where to go, and whether it is specific countries or geographic regions.

Global strategy defined in business terms is the plans designed and developed by a corporation or an organization to target its sales’ growth on a worldwide scale. In other words, it is the long-term strategy of multinational entreprises that aims to obtain development and its long-term survival in today’s changing international business environment.