Global Business Today 7th Edition by Charles Hill

Exercise 8

Re-Read the Management Focus box on Procter Gamble and then answer the following questions:
a) What strategy was Procter Gamble pursuing when it first entered foreign markets in the period up until the 1980s?
b) Why do you think this strategy became less viable in the 1990s?
c) What strategy does Procter Gamble appear to be moving toward? What are the benefits of this strategy? What are the potential risks associated with it?