REFLECTIONS ON THE COMPANY STRATEGY IN THE CONTEXT OF GLOBALIZATION

摘要

This paper focuses to strategy issues of the company who activates in the global environment. We review the major contributions that have led to the development of "strategy" concept and strategic analysis and we argue the necessity and opportunity of strategic orientation of multinational companies. Wishing to maintain its competitive position or improve it and, multinationals no longer see the strategic orientation as an alternative but a necessity. Multinational strategic orientation is at the same time, opportune because of the advantages that may be granted and which may strengthen competitive force. We also want to capture the concept of "competitive advantage" as invisible, synthetic part of strategy and the key to multinational company success. The work methodology falls within the range of qualitative approaches: logical argumentation and critical theoretical analysis.