CASE STUDY

International Business Strategy (BRL Hardy)

International Business Strategy (BRL Hardy)

Q 1. Critically evaluate Steve Millar's approach to the challenge of leading BRL hardy "to become one of the world's first truly global wine companies” case p. 596. Using module concepts and frameworks, explain whether, in 1998, you would recommend Millar to allow more scope for local responsiveness within his global strategy

One of the most important aspects that was a huge barrier in the eyes of Millar was of synchronization and coordination between the Europe Company and Australian company. It was the utmost desire of Miller to have this coordination. Millar wanted Carson to take actively part in each and every decision. The main reason behind this is that by involving Carson in each and every decision he wanted to have clear and complete idea of the situation and the ways in which each and every decisions can cause impact on the progress of business. It was top most priority of Millar that the strategies of the organization must be aligned with the actions of the European unit (Bartlett, 2003, 1).

So, from the above discussion it can be extracted that the main concern or the principal challenge that can impede the way of BRL Hardy in becoming a world's first global wine company is lack of coordination and synchronization between the organization and European unit.

If we critically analyze this situation then we can say that Miller was specifically concern about this issue of coordination and synchronization is because of presence of Carson in the European unit. Carson is at the position of Managing Director of the BRL Hardy European unit and he used to be the one of the most important resource of Hardy. Miller may be under the influence that for retrieval of power and to practice freely Carson may like to gain authority. Moreover, there used to be conflicts between Carson and Miller previously (Bartlett, 2003, 4).

In order to build a brand name on a global level there are three things that are required. These three things include knowledge, rapport and expertise (Sicco, 2005, 14). In this list of things that are required to establish a brand as a global brand BRL hardy has everything but the element of rapport is missing. So, on this basis it can be stated that the thing that is pointed out by Miller is right.

They have the best skilled employees who possess pearls of wisdom then they also have expertise the only thing that is missing is rapport. The rapport is based on coordination and synchronization. In order to establish a brand as an international brand these three elements are critical and according to Miller analysis one of the elements is missing. This is the challenge that needs to be tackled. By taking such actions that would create a sense of coordination and strong bond Carson and Miller can make an attempt to lead BRL Hardy to an international level and making it one of the world's first wine ...