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- W3087007054 abstract "An Action-Think matrix (A-T Matrix) is built by using the process and content constructs of a firm's business process system, whether manufacturing or service. Process construct is divided into standardization and customization dimensions, and content construct into humancomponent and non-human-component dimensions. Volume-Variety matrix of product-process (for manufacturing) and service-process (for service) is compared with A-T matrix, and we find the central diagonal of the matrix is the most optimum path for the highest profit. By relating the dimensions of globalization strategies of previous researches to four dimensions of A-T matrix, it shows the good fitness of the matrix in analyzing globalization issues. Results of surveys and observations of previous studies are mapped onto A-T matrix and we find the most important elements of marketing program in standardization/adaptation strategy of globalization are EOS (economics of scale) and brand. Then a Brand-Market matrix is constructed by checking the EOS roles of a firm in whether possessing global or local brand, and whether market focus is global or local. Four types of roles are classified in analogy to the biological ecosystem. A firm can check what role it plays and decide what strategy to adopt for survival, and whether to change or not for a better life. If decided to change, the logway path in A-T matrix has to go through." @default.
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- W3087007054 date "2007-12-01" @default.
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- W3087007054 title "To Identify a Firm's Role with a Generalized Volume-variety Matrix and a Brand-market Matrix in the Globalization Context" @default.
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