Assessing Countries' Attractiveness Lecture Outline: Understand the strategic role of country attractiveness analysis. Assess the determinants of country attractiveness. Identify methods of country selection. Country attractiveness is "strategic" because... Underpins Growth Strategies . new markets, new customers Enhances Efficiency . low cost labour, suppliers, Enhances Global Learning . clusters, innovations, experience Reflects Global Ambition . Regional Player to Global player Where to sell, where to produce? Different Types of Counties exist (Lasserre 2003)..... Key Countries – key markets Emerging Countries – high growth Platform Countries– production centres Marketing Countries– good markets Sourcing Countries – good resources Some countries offer binations ! The Determinants of Country Attractiveness..... Countries are attractive when they offer relatively higher returns for relatively lower risk. Countries are attractive when they offer market or industry opportunities Countries are attractive when they enhance global learning potential Managers must be choosy! Opportunity - Risk Matrix RISKS OPPORTUNITIES Low High Low High HIGH RISK HIGH RETURNS HIGH ATTRACTIVENESS LOW RISK LOW RETURNS LOW ATTRACTIVENESS The Range of Market and Industry Opportunities.... Market Opportunities measures potential demand - . market size, market growth, Industry Opportunities measures potential profitability-. industry structure, resource endowment, infrastructure etc. Government Policy and Incentives – . grants, taxation, land etc. Very difficult to assess! Assessing Country Opportunities..... Porter's Country Diamond (1998) Context for Strategy and Rivalry Related and Supporting Industries Demand Conditions Factor (input) Conditions The Range of Risks..... Four Main Categories..... Economic Risk Political petitive Risk Operational Risk Shareholder's Exposure Risk Country Risk Assessment Methods of Country Assessmen
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