General Motors uses transnational strategies to sell its many brands
The theory of Bartlett and Ghoshal is new to the AQA specification and is also an example of a topic that can be applied to other qualifications. As a new addition to the specification, it has been challenging for students to learn the ins and outs of the different strategies, and to come up with relevant examples to understand the key aspects of the framework and how this can be utilised within exam responses.
The aim of this ‘Upgrade’ is to unpick the crucial elements and show how these shape the international strategies of different firms. Similar to the Ansoff matrix (see pp. 14–15), Bartlett and Ghoshal looks at two key areas:
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