Abstract
AbstractIn this research four internationally operating business units of European multinational corporations are studied from a global strategy content perspective. In opposition to large parts of the existing global strategy literature, the observed pattern of strategic behavior exclusively related to neither prevailing generic strategies nor to any of the different content‐oriented approaches to global strategy. Based on the empirical evidence, a taxonomy of four types of global strategies is identified. The taxonomy proposes to distinguish global strategies along two key dimensions: internal source of competitive advantage generation (upstream, downstream) and external focus of competitive advantage exploitation (country centered, country transcending).
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