Cross border strategies could be defined as international, multinational or global. A combination of these is defined as transnational solution and could realize global efficiency, multinational differential marketing and international innovation at same time. The author of this thesis defines these strategies as I. dimension. II dimension reflects cross border strategies like cross border marketing-, cross border production- and cross border research and development strategies. To give the abstract transnational solution a more practical way to implement this model in companies a tool known from chemical engineering is used to show in a more exact way how a possible combination of the strategies of the I. dimension may look like. The beer industry is used as an example to prove the usability of this tool.
|Effective start/end date||1/10/99 → 31/10/04|