Instead of being “all things to all people,” a smaller company can take a more specialized approach to the global market by focusing on a certain sector in which it can excel.
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Not every corporation, for instance, has the size and reach of Citicorp, which will have one billion customers by the year 2010.
While a manager should take the limitations of his corporation into account, he must also remember that the quality of his products and services can foster success that mere global reach cannot.
In order to be recognized and chosen by customers, a company must be both creative and unique.
A manager’s responsibility thus includes stimulating new ideas and innovations that will push the company forward in the marketplace.
A manager must develop working teams that have the skills necessary to interact with people throughout the world.
It is therefore the duty of the manager to decide which strategies work best and to follow up with appropriate policies in international marketing, finance, and human resources.
Meanwhile, international markets undergo constant change, intense competition, and heightened customer expectation, which make it increasingly difficult for a company to gain and maintain its competitive edge.
Managers in this brave new world must therefore master a broad range of business talents.