Question

Should Emirates move from a Global Strategy to a more Transnational or Localized strategy? Explain your reasoning.

Answer 1

The answer to the question depends if Emirates wants to take risks or not.

If yes, then Emirates should definitely convert to a transnational strategy. Here, each individual foreign markets would be given the marketing power, Research & Development powers. Local responsiveness, product differentiation and economies of scale are the potential benefits of this type of a strategy.

Although with higher benefits, there are high risks attached : This type of a strategy is costlier to implement which leads to low success rates.

But with a global strategy, there is a risk of Emirates being stagnant in the market too.