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Flexible Footprints: Reconfiguring MNCs for New Value Opportunities
Maitland, Elizabeth , and Andre Sammartino
54/2  (Winter 2012): 92-117

Powerful technological, regulatory, and economic forces compel the senior executives of multinational corporations (MNCs) to repeatedly re-evaluate and reconfigure value chains in the search for ongoing competitive advantage. However, releasing assets from existing activities and redeploying them to new opportunities is a challenging and poorly understood task. In particular, the standard strategic management concepts of use- and firm- flexibility overlook the crucial international dimension of location. Utilizing examples from GM, Qantas, and a mining MNC, this article argues that strategic flexibility should be consciously measured along all three dimensions. By using the decision tool set out in this article, MNC executives can map their worldwide footprint of strategic roadblocks and opportunities to expand into new markets, divest redundant businesses, and build flexibility to adapt to future challenges.

 

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