 .     
  


            -  ,     ,        ,          .        ,    ,     .       (),       EMBA,            .





 

 .     . 


  



:

. . , - . , ., -. .  -; . . , . . ,         



  . ., 2014

 - . , 2014







             ,      ,        ,          .

            ,       ,      ,     .     ,    ,    ,      , ,   ,    ,  .      ,         .

            -  - ,     19921998.,  -        -          .

              , , ,         , , , , , , , , , .




 


                  -,    ,            ,   ,  -  - .

    . .        - ,             .

       ,    ,    ,                       .



 ,

   
-
1  2014.










  


        ,      ,     ().[1 -          . 3.]     ,      ,                 .      ,       ,     .   ,        ,        .      ,   .        .       .

           1990- .    ,       ,         .   ,       ,    ,    .

   1980- .,                   ,              ,          ,        .  ,   ,    ,        ,  , -,          ,  -,         ,        .

 ,      1990- .,      ,       .

        1980- .      -.            ,            ,    U. S. News & World Report     ,    .[2 -   ,  2009.            Thunderbird School of Global Management, University of South Carolina (Moore), University of Pennsylvania (Wharton), University of Michigan  Ann Arbor (Ross), Columbia University. ,  University of South Carolina, University of Pennsylvania  Columbia University         .]                  .

 1990- .           .           .                 . -,      ,               . , ,     .

-,            , ,  ,       .      ,  ,        ( )       .

                  (outward operations),[3 -                .]                          (inward operations), ..     .         ,         ;     .

           , ,   ,          ,    ,              .




 


          (International Management)         .    -  - ,      ;       MBA   ,       .




    -


 ,               ,    (international business).[4 -                 .      [Czinkota, Ronkainen, Moffett, 1999; Hill, 2007].      [, , 1994; , , 2006].            ,         ,  ,        , ., ,  [Negandhi, 1987; Cullen, Parboteeah, 2005].]         (international economics).          (economics)     .[5 -   ,     .  (P. Samuelson), .  (R. Coase), .  (O. Williamson),   ,          . ,                : 1977.   .  (B. Ohlin)  .  (J. Meade)           ,  2008. .  (P. Krugman)        .] , ,             ,    ..

                 .            .     ,   ,         ( ,     ). ,            .

        (         )            .      ,   ,   ,    .    ,        -,  ,    ,  ;        ,          . ,        ,           ,  ,  ,  , ,   ,   .

          ,    ,          .                .    1990- .   -,     ,        ,          .

             .  ,         -        -   () ,                  .            [6 -       5.]   ,                      .

  ,     ,    ,              ,       .               .         ,     ,         .




  





  


               ,    ,       ;          .

   ,        :

             ,     ;

          ;  ,      ,     ;

        ,   ,     , -,   ,       .




  


        .   . , 1970-  1980- .       ,         ,         ,    .              .        ,      [Bartlett, Ghoshal, Beamish, 2008, p. vii].

     ,    ,       ,    :

1)  , ..           ( ,     );

2)    , ..     -        ,    , -,  ,   .




  


            .             .                    ,     .   ,   2008.,                  :                  .

   ,                  .                ,         ,   .

            ,         .    ,     ,  ,  ,     .      ,   .               .           ,        .

       .               .        :            .             - [ , 2000, . 25].               .




   


    ,  ,   ,     .    ,   , :

     -;

 ,   ;

    (   )    ;

   ,    ;       ;

   ,     ;

     ;

  ,       ,    ;

       ,    .

     ,        ,    ,   .    ,     (),  .        ,      ,   ,      .




 


 ,        ,      - .        ,                  ,         .                     - .




 


                   ,      :

    ;

   ;

     ;

       ;

   .




  


            ,      ,    ,   ,     ,         .

    -      ,               .     (caselets),     ,      ,    ,    .            - , , .




 1

     





 1

    





  :

       .

      .

    ,           .

         ,      .





1.1.    





1.1.1.   


 񻠖  ,         .   ,   , ,  :             [, , 2006, . 45].       (international business operations)      ,         () , , .     , ,     .

    , , , .            ,      , , , , , , . ,     , ,    ,    ,     ( ,      ),          .

 ,             ,      .         ,    ,         .  ,     ,   ,             ,   .            ,   ,      .




1.1.2.      


           ,       .   ,      ,  ,     ()      .

   .   Wal-Mart Stores     .            () .      20% .           Heineken,  10 ,  14%       .

    ,       ()  (degree of internation-alisation  DOI). ,            .             (, -  .),     ,    ,      (.1.1).






.1.1.   



 ,  ,    ,     . .      :  ,  ,       , , , , ,  ,     ,       [Ansoff, McDonnell, 1990, p. 221224].

  .           .    ,  ()   [Lasserre, 2007, p. 16].          .  ,     (   )    ,   XVII.,        XX.  ,                ,   1960-      .

                        ,       [Birkinshaw, Hood, 2001].    XX.       .

               . 1970-  1980- .   ,         (,    ),         ,        .       ,             ;       ,   - . ,          ,   ,        .

      ,          ,   ,           . ,    ,   ,       .            ,   .[7 -  ,           (, , ,  ) .]

,      ( ,    ..)         .        ,        .. ,     ,       ,  ,     ,    ,         .

         .        -    .    -    . ,   Procter & Gamble       [Procter & Gamble, 2010, . 473475]:[8 -     Procter & Gamble      5 .]

18371880- . ;

18901940- .    ;

19501970- .    ;

19802000- .  .




1.1.3.     


          -    .               .            ,      ,    ,               [Hill, 2007, p. 5].    , ,  ,       .




 -:  

    Procter@Gamble

        :   ,        ,      ,   .

  .          . 7 2009.

   (),[9 -          .        3.]        ,         ,     .  ,             .

  ,           .

             ,       . ,    Gillette   120 .

            ,            .

      (  ) ,    . ,  British American Tobacco (BAT),     180 ,     47 ,   40 .

           (configuration)  .[10 -       5  6.]     [11 -         5.]   ,      ,       .[12 -        6.]           [, 2008],      .

,             ,        ,   ,      ,        ..

   ,             ,  ,       ,   .

       ,          ,      .




   

            ,   .

   (the world is flat).    . ,   New York Times,    ,        ,           ,         [, 2007].       .      ,     .     ,         [Yip, 1989].

       ,     ,   .   ,     ,       ,   ,      ..,         .[13 -       : Distance Still Matters [Ghemawat, 2001].]

    ,           (..  ,    ).   .         [Rugman, 2005].             .

,  ,      ,   ,     ,    .          [Bartlett, Ghoshal, 1989],       .            (,   )        ,   ,   ,            ,  .


              ;                   .     , ,    Adidas    Mazda.

         ,          ;       . ,      ,            . ,    Airbus     ,        ,           .   BP   ,    ,      ,  ,    ,       .

     Shell,       ,             ,         .    Shell           ,     .

             . ,   ,      ,       ,     .        (.. ,        )             .




1.2.      





1.2.1.       


       (  )           ,         ,      ,    ,          .      .1.2.

                   :

 ,       ;

 ,   (  )    ;

  ;

             ,      .






.1.2.        






1.2.2.    


            .           ,     ,       .  ,                  .

  ,    (reactive motives; domestic push factors)   ,    ,  ,    :

   ;

     ;

  (,     ,    .);

    ;

     ;

        ;

    .

              . ,    2011.        25%          2022.,         .         .    E.ON  RWE         ,               .

            ,   ,         .     , ,    ,     ,   ,       (,    ). ,           ,               .                 ,      .




1.2.3.   


                    ,    .           ,    -      .                          ,    .

, , -     ,   ,     (    ,  ,     ,    .),            .                   .[14 -         2.]

,  ,      (   )         .   ,          ,         (     ),    ,    ,      ,        ,         .  ,          (  , ,       ).

              . ,    ,        Shell         ,              ,   Shell.




1.2.4.   


     ,   ,            ,   , ,  ,        ,      (active motives).

          . -,    ( ).           ;        .

-,  ,   .        ,       ;      .  ,       ,   ;       .

-,   ;         ;        .

 ,      :

              ,        ,     ;

    (/  )    ;

            (    ),   ;

            ,      .

              . ,            ,             .   2011.     67%   ,   2014.     75%.[15 -  daily, 25  2012.]         .

       .             [Bartlett, Ghoshal, Beamish, 2008, p. 67].    :

       ;

    (, , -, ,  )    ;

            ;

    .

   (scale economy)     .              ,       . ,       380,      Airbus  14 .,    250  [Hill, 2007, p. 184].

 ,            ,             400  600 . ,         -               ,          ;         Boeing   Airbus.

             (industry consolidation),    .       ,   A. T. Kearney       ,        [Deans, Kroeger, Zeisel, 2003].     ,    ,        ,     (, Philip Morris, BAT),  ( , ABInBev, Heineken, Carlsberg)    .

 , -,     ,      ,   ,       ,       .

  ,        (,   .)    - ,           .

           ,         -, ..             .

 ,              ,     ,      ,     ,  ,  .

 ,     ,       . , ,                   .

            . ,   ,          ,          ,      .

,  ,        ,   ,      (..   : ,   ?).[16 -           II .]




1.3.     



               (),        (      ).     , ,     ,         ,      ..       .




1.3.1.    


 ,         ,        (foreign operations methods  FOM).    ,   ,  ,      (, , ,  ).          , , ,     .

  ,           ( ,   ,    ).

             .       ,          (       ).        :

   ( );

  ;

    - ;

     .

                    ( ).

  ,        .        ( )        ,     .  ,     , ,       ,      ,    ,      -  - .

   ,              ,        .      ,          ,      ..

        -. , ,         ,  .         - .                 .             .             ,            .

 ,    ,    ,      .  ,   , ,   ,   XIX.,   ,     ,   .

 ,            ,             .  ,  :

    ( ,        .);

      (    ,     ..);

   ,  ,   ( )     .




1.3.2.   


         .             . :

     ;

     (    , , -,  );

  .

             .  XX            .        ,  ,   ,   ,     ,      .[17 -           8.]




1.3.3.   


       ,  ,   :

      - ;

 ;

  ,    ,  , ,   OEM-  .

          8.




1.3.4.    - 





1.3.4.1.   


           ,    ,  ,    ..       ,     ,     ,       .    , ,   ,    ,     .

           ,    .          ,           .            -  (   ),                         .

          .[18 -        11.]




1.3.4.2.  - 


 -             - .      ,  -    (   ,       ),   -     ,    (  -)  . -      :

    - ;

   ;

   .




1.3.5.   


              ,     ,      ,          ().             ().       :

  ;

  ;

      .

       .     ,    ,      .[19 -            8.]




1.4.   





1.4.1.     


                .         .      ,     ,    ,     .             ,         .               , ,  .

          ,         ,      (, , -)   , .           [Ansoff, McDonnell, 1990, p. 224]:

   ;

   ;

  ,   .

  ,       ,        ,    ,   ,      ,     . [Ansoff, McDonnell, 1990, p. 219].

             :        ,           ,            .




1.4.2.   


     [20 -       4.]       ,          (internationalisation stages) .

,      ,      ( ).           ,     .         ,      ,   ,   , ,   .        ,       -      (. ).

                      ,    .         .

                      .  ,    ,   ,   ,   . ,            :           .            ,    .

 ,            .







 : Ariston Thermo

Ariston Thermo (  Merloni TermoSanitari, MTS),  ,  , ,  ,    .     , Ariston Thermo  19  (7   , 3   , 2   ,     , , , , ,   ),   6700 .       ,           1996.   2000- . MTS         10  100      .   .    300.  Ariston  .         MTS.     ,       .           1998.;    40%  .

   Ariston Thermo     ,     ;       .         .        ,  17   Ariston         30-  150-.     500.        1   .      450 .

      30     15     ,        .

: The St. Petersburg Times, April 12, 2005; Ariston Thermo. Company Profile 2012.

        (   ,     ,    .)         .        (real option).                    ,        , , ,   ,    .   (,    , )    -  , ,   .

, ,    Caterpillar        .   Caterpillar  .         ,               1500       ,    , ,    .       ,   ,  ,    ,     Caterpillar  .   ,            .

C  ,     Suzuki  2009.                  .[21 -  daily, 20  2012.]        ,  , ,     .




1.4.3.   


          .  ,        .       ,        .                    (  )      .         ,                  [Hill, Hwang, Kim, 1990; Lasserre, 2007].

 ,                ,          .

   ,          ,      ,        , , ,   ,   .           ,       .

      -  ,     ;            .         -    ,        .                  .              ,  , ,       .

        ,       .          () .

       ,  ,   , ,   ..         .

      ,     ,   , , .    ,    ,               .




1.4.4. ,  


           ,         .       (born global),   .      ,      .              , ,    .

            ,         ,   ,   ,    .        (leap-frogging multinationals).            ,        ,  ,     .




 

  

  

 

 

   

 

  

  

  

 

 

  ()  

 

,  


 

1.         ,      XX   XXI.?

2.         ?

3.          ?

4.     ?        ?

5.     .       ,      .

6.        ?

7.    ?


 

 .,  .  , 4- . .: , 2006. 1088 .

 .  :   XXI  / . . .: :  : , 2007. 601 .


-

         .           .         :

www.rbcdaily.ru

www.vedomosti.ru

www.kommersant.ru

www.economist.com

www.ft.com

www.wsj.dowjones.com





 2

    





  :

      ,        .

      ,        .

          .

    ,     .





2.1.      





2.1.1.     


  ,      ,          ,   ,        .         ,      ,      . , ,    ,      ,   ,          .  ,          (multiple environments).

          ,        ,     .   ,    ,       [Lasserre, 2007, p. 162]:

1)       ;

2)     ?

 ,       (opportunities)   (risks)  .

     .2.1          .           ,            .            .                .




 -:  

    

      .        ,  ,   .

   . 16  2000.






.2.1.       



         ( , )            .  ,                .

             .     ,           ,       ,            ,   ,   .

        ,       .               (   ),     .




2.1.2.       


             .           .  ,          ,      : Euromoney, Fortune, The Economist. ,   Euromoney     ,   ,  ,    ,    .

     -  . , ,            :

   (       );

  (Democracy Index,  Economist Intelligence Unit);

   (Index of Economic Freedom,  The Heritage Foundation);

    (Human Development Index,  );

      50  ( Business Environment Risk Intelligence);

 ,      161   (International Country Risk Guide, ICRG,  PRS Group);

   (Corruption Perceptions Index,        Transparency International).

         ,      2010.,          ,  , , , , , , ,   .   ,  ,    ,    , , ,  - .      120- .

  ,   2008. Economist Intelligence Unit,      (     9,88   10 ), ,  , ,   .   4,48   107- .    ,  The Heritage Foundation,      (90   100), , , ,  , , , ,   .     146-  (50,8 ). ,        ,                  - .

              (),     ,         . ,       85 ,    ()     40. . 100%   ,  ,  1. ,  0,  ,      25 ,      100 ., 100%         .  . 2.1      ,     2008.



 2.1

      






                  () .  ,        .   A. T. Kearney        . ,  2009.      ,      ,   ,   .  ,    ,     :       7%      ,          .




2.1.3.      


                 .           ,      ,   .

      (comparative advantage),[22 - ., , [Cullen, Parboteeah, 2005, p. 151]. ,         . ,  .                   (.  4).]     (country-specific advantages, CSA).            .             ,       (  ),         (.   6).     ,   , ,    ,      (competitive advantage)    ,     .

       ,             .  ,    (  )  ,         ,     .          ,           .

   ,            ,         .   ,                                 .  ,     ,   , ,     ,    .

       , ,     (  PEST-,       : political, economic, social  technological).           ,      .  .2.2    ,     .

        (,              ,            ..).

    PEST-          (,    ),              .




2.2. - 





2.2.1.    


    ,     ,           .          ,     ,     ,     .          ,        ,        .

  (political risk)       ,     ,      ,           .                 (    ),   (..   , ,       )     (..       ).






.2.2.   ,    



     :

 ,             (,     ,      ..),        ;

  (            );

  (,  , ).

                 (,   ). ,     .                      . ,            Blue Wings,                ,    20   ,  Blue Wings      Airbus.

               -    ,     ,      ,    .




2.2.2.    


   ,      ,  ,  ,     .

       :

       ;

   ;

 ,    ;

   ;

 ;

     ;

 ,   ;

 -    ;

     ;

      .

            ,        .             ,    ,  ,         .. , ,  2009.  ,                ,     ,    ,                   .    ,        ,           .[23 -  daily, 7  2009.]

  Ferrero,    ,       -    Raffaello,          2008.        Ferrero   .[24 -  daily, 3  2009.]     2011.    ,          ,         Coca-Cola  PepsiCo:       , ,        .[25 -  daily, 27  2012.]

             .            ,   (        ),  (    ),   ( ,     ).




2.2.3.    


          ,      ,     (   ,   , , ,     ..).        ,   ,  ,    ,      ,     ..

           ,                ,      ,       .




2.3.  





2.3.1.     


,     ,             .     ,      ,       ;      ;      ;   ;   ,     .

            ,        .  ,         (,    ),       .                .




  

    ,   2003.,            ,        .           ,     .             .  2005.        10  20%       ,           20%  .            .  ,   2009., ,                 .          (         20%),       ,     .

: , 2003, 30;
 daily, 5  2009.




  

       ?

             ?


            ,      . , -    ,  ,   ,        Toyota  2008/2009    1718 .[26 -  daily, 18  2008.]




2.3.2.   


,     ,                   .     ,     .       ,   ,  .  1990- .            (),          ,      ,     .         .

  2010.           (14,586  .), , , , , , , , , .    11-  (1,479  .) [World Development Indicators, 2011].      (),      ()   2008. 15,25  . (    ).

30             ,  (Organization for Economic Co-operation and Development, OECD).     1948.    ,        .    19  27  ,     (,   ), , ,   , ,  ,    .       .

    60%  .            .    ,       .          .  . 2.2             .

          .       (high income)        (gross national income  GNI),  11 906 .   (    ).       (upper middle income)         3856  11 905 .;      (lower middle income)  976  3 855 .        (low income),   975 .

      .    27  30  .          (  , ,     ).        (, ).

     ,       ,    .       ,           .

        .      2000- .  , , .    ,    , ,                    .  2011.            .        2011. 4,3%,      3%,   2,3%,   1,7%,   1,6%,   0,9%,   0,5%.        0,9%.[27 -   .]



 2.2

        , 2010., . (     )




: International Monetary Fund.






2.3.3.   


 XX            (emerging economies).              .           , ,     ,           .

       ,     .

    Electrolux          ,  , ,    .    ,            23%  .    1990- . . ,     Electrolux,    ,        .   ,        ,     ,   20%-      .

    Nestl,      ,    ,   1990- .         .         .            .          .          .            Nestl      ,  ,    .     ,                          .                 .

     ,   Ernst & Young  400        2011.,         (    ).        ,     ,            -    .[28 -  daily, 23  2011.]

  ,          .     ,   ,    ,     ,   1990- .             .            1998.,         .    2001  2008.     .

  British American Tobacco (BAT)  2005.       ,         ,       .       ;    .       65 , 16     .         ,      .  180  ,   BAT,        .   BAT    22,4%.    673    ( 1 024 ).




 -:  

   

     2010.   .               BAT.

   daily, 27  2008.
(     British American Tobacco;        22%   ).




2.3.4.       





  .


   .

   ,     (https://www.litres.ru/a-g-medvedev/mezhdunarodnyy-menedzhment-strategicheskie-resheniya-v-mnogonacionalnyh-kompaniyah/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


         . 3.




2


  ,  2009.            Thunderbird School of Global Management, University of South Carolina (Moore), University of Pennsylvania (Wharton), University of Michigan  Ann Arbor (Ross), Columbia University. ,  University of South Carolina, University of Pennsylvania  Columbia University         .




3


               .




4


                .      [Czinkota, Ronkainen, Moffett, 1999; Hill, 2007].      [, , 1994; , , 2006].            ,         ,  ,        , ., ,  [Negandhi, 1987; Cullen, Parboteeah, 2005].




5


  ,     .  (P. Samuelson), .  (R. Coase), .  (O. Williamson),   ,          . ,                : 1977.   .  (B. Ohlin)  .  (J. Meade)           ,  2008. .  (P. Krugman)        .




6


      5.




7


 ,           (, , ,  ) .




8


    Procter & Gamble      5 .




9


         .        3.




10


      5  6.




11


        5.




12


       6.




13


      : Distance Still Matters [Ghemawat, 2001].




14


        2.




15


 daily, 25  2012.




16


          II .




17


          8.




18


       11.




19


           8.




20


      4.




21


 daily, 20  2012.




22


., , [Cullen, Parboteeah, 2005, p. 151]. ,         . ,  .                   (.  4).




23


 daily, 7  2009.




24


 daily, 3  2009.




25


 daily, 27  2012.




26


 daily, 18  2008.




27


  .




28


 daily, 23  2011.


