Framework
Integration–responsiveness grid
The question it answers
When a leadership team takes its products into several foreign markets, should it standardise globally, adapt to each country, or combine both?
- Origin
- Prahalad & Doz, 1987; Bartlett & Ghoshal, 1989
- Diagram type
- 2×2 matrix
- Level of analysis
- Firm
- Topics
- Strategy & leadership
Diagram
Integration–responsiveness grid
LowPressure for global integrationHigh
Global strategy
High integration, low adaptation: one product for the world.
Medium riskTransnational strategy
Both pressures high: the hardest to coordinate.
High riskInternational / export
Both pressures low: sell the existing product abroad.
Low riskMultidomestic strategy
High adaptation, low integration: a version per country.
Medium riskLowLocal responsivenessHigh
Pitfalls
Pitfall
Treating the position as fixed. Firms can move between cells as the industry changes.
Sources
References
Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.
- Bartlett, C.A. and Ghoshal, S. (1989) Managing across borders: the transnational solution. Boston, MA: Harvard Business School Press.No DOIhbs.eduSource page
- Prahalad, C.K. and Doz, Y.L. (1987) The multinational mission: balancing local demands and global vision. New York: Free Press.No DOISource page