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Related Experiment Videos

Global gamesmanship.

Ian C MacMillan1, Alexander B van Putten, Rita Gunther McGrath

  • 1University of Pennsylvania's Wharton School, USA.

Harvard Business Review
|May 16, 2003
PubMed
Summary
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Multinational corporations can gain a competitive edge by understanding "competing under strategic interdependence" (CSI). This strategy involves mapping market moves to anticipate and leverage cross-market competitive dynamics for strategic advantage.

Area of Science:

  • Business Strategy
  • International Business
  • Competitive Analysis

Background:

  • Modern multinational competition is complex, resembling a three-dimensional chess game where actions in one market impact others subtly.
  • Traditional analysis often fails to grasp or utilize the strategic interdependence between markets.
  • Business strategists struggle to anticipate consequences of interdependent choices and leverage them effectively.

Purpose of the Study:

  • To introduce and define the concept of Competing Under Strategic Interdependence (CSI).
  • To provide a process for mapping the competitive landscape and anticipating cross-market influences.
  • To outline six types of CSI campaigns and demonstrate their application.

Main Methods:

  • Development of a process for mapping the competitive landscape.

Related Experiment Videos

  • Identification and categorization of six types of CSI campaigns (onslaughts, contests, guerrilla campaigns, feints, gambits, harvesting).
  • Utilizing case studies (Philip Morris vs. R.J. Reynolds) and data analysis (Procter & Gamble, Unilever) to illustrate CSI mapping tools like tables and bubble charts.

    • Main Results:

    • A framework for understanding and visualizing competitive interdependence across markets.
    • Demonstration of how seemingly unrelated market actions (e.g., pricing battles) can serve broader strategic goals in other regions.
    • Identification of CSI tables and bubble charts as effective tools for uncovering hidden competitive opportunities.

    Conclusions:

    • The CSI mapping process enables organizations to anticipate and strategically leverage cross-market competitive dynamics.
    • This approach is valuable for both global corporations and smaller, multi-product organizations within a single market.
    • Skillful application of CSI can lead to significant competitive advantages by exploiting hidden interdependencies.