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At Ginzametrics we believe that properly applied first principles, in this case regarding centralized vs decentralized management, can help us and our partners develop effective and coherent digital strategies for the ubiquitously online 21st century, just like they helped the dominant DMNCs of the 1980s develop the competitive market strategies that enabled them to transform global business, back when video killed the radio star . Armed with the rigor of academic methodology and an understanding of the substantive issues management imparted on them by their mentor Professor Joseph L. Pressures for Integration of Activities — It is often necessary to centralize the management of geographically dispersed activity in order to reduce cost and optimize investment.
Pressures for Integration of Strategy — This is pressure to capitalize on the competitive advantages associated with the centralized resource allocation for strategic purposes.
Otis elevator saw an opportunity in the late 1960s to integrate its operations in the elevator market in Europe. The success of Japanese competitors in a variety of industries can be attributed to their ability to pick primarily locally responsive industries, even those populated by MNCs, and change them to globally integrated businesses. For example, when a processed food firm, Nabisco, went overseas, its management assumed the business could be managed centrally and that the benefits of coordinating in advertising and product development outweighed the benefits of local responsiveness. Pressures for Integration of Activities — Standardization, budget control, efficiency, and QA. As pointed out by Mr Macdonald: the most effective way to respond to these pressures is to decentralize the management of appropriate activities, and to augment tools and processes to ensure global oversight, efficiency, and coordination when necessary. Ginzametrics is an industrial strength reporting and analytics dashboard specifically architected to implement the global integration of large-scale SEO campaigns. We ensure that we can track keywords in any language, and support 20 different localized search engines, with even more search engines available in early access. Our SEO Page Rules and other automated features, including automatic keyword discovery, ensure highly scalable global oversight and reporting over many locally managed campaigns.
Where the IR Grid comes into play is that it puts this perspective into the form of a very simple chart, helping you quickly perform this complex analysis in an intuitive way.
The corner where Pressure for Integration is high and Pressure for Local Responsiveness is low.
The corner where Pressure for Local Responsiveness is high and Pressure for Global Integration is low. Let us consider a historical example from the book: a DMNC circa 1985 that happens to produces paint in addition to other products. Applying the same decomposition and analysis to a large SEO campaign in 2011, however, we would quickly see that certain aspects of our campaign (such as identifying and marketing to influencers as part of viral social media programs) are under serious pressure towards local responsiveness. Clearly identifying which aspects of your campaign would be most effective locally managed, and which must stay highly centrally integrated, will help you formulate a strategy for success. Our mission is to help agencies, startups and large brands reach their audience through website and content optimization.
By now most everyone has heard about Search Engine Optimization (SEO), but what a lot of people don’t know is what it is, why it’s important and how to get it.
For purposes of this post, I’m going to give you the layman’s version of what it is, why you want it, and how to get it.
Search Engine Optimization is the method of increasing a website’s value and in turn improving the website’s visibility to the search engines.
A recent study found inbound lead generation to be far more cost-efficient than outbound marketing strategies.
Respondents spent about 37% of their lead generating budgets on inbound marketing techniques and about 30% of the budges on outbound techniques – such as direct mail, trade shows and telemarketing. If you are a student of marketing – and you should be if you have your own business and you want more customers – you have no doubt heard of inbound and outbound marketing. Examples of outbound marketing are direct mail pieces, newspaper advertising, radio and tv, your brochure, and even most forms of email marketing.


On the other hand, inbound marketing is a set of marketing strategies and techniques focused on “pulling” or “attracting” relevant prospects and customers toward your business. Believe it or not, there are still people who either don’t have a website, or have an outdated website that makes them look like they are still doing business in the last decade or so. Also, if you Google just the word “Matt”, he comes up in positions 1-4 in the Search Engines! With hundreds of millions of people on the Internet every minute of every day, (browsing, searching for information, networking, conducting business, etc.), the  opportunities online are endless. Whether you want to reach people locally, nationally or globally, where better to market your business than online? However, just because you have built a website, does not mean that people will come to visit? A key component of any small business’ marketing strategy is to be effectively positioned within search engine results.
As well as the many complex and detailed strategies search engine optimization can involve, there are a few simple and effective ways to boost your rankings and visibility, while simultaneously improving your social media, ratings, reviews and media.
Your first step should always be to ensure the information on your website is properly optimized.
More than ever for small businesses, you want as much about your local area in your website copy as possible. Encourage your customers to go online and give you a review after you have provided them a service. The main options are Google+ (this can also take you into Google My Business, which is hugely beneficial), Facebook, Pinterest, Twitter and Instagram.
BUSINESS HOURSOur clients receive 12 Hour Support Monday to Friday, We are here to help solve problems large or small! Get In TouchIf you are looking for SEO services for your company; or just want to say Hi, then use the information below to get in touch with us. How can an archaic whiteboard maneuver (I guess it was called a blackboard back then) developed to discuss the global strategies of a company like Phillips circa 1980 be leveraged to help shape your next SEO or Social Media campaign, circa 2011?
Bower , Prahalad and Yves set out to discover what separated dominant DMNCs from the competition they were outperforming. A good example is moving an entire corporation’s manufacturing operations to a single factory site in New Jersey in order to capitalize on the resultant economy of scale.
An example is the free drink given to you by the cocktail waitress hovering around the slot machines at a casino in Las Vegas. At that time the market was dominated by local firms; most MNCs also operated on a locally responsive mode.
It soon became apparent that the habits of the consumers were harder to change in some of the businesses than originally thought; a locally responsive strategy made more sense. Global reach sometimes requires optimization of content and strategy towards disparate regional markets. This effective partitioning enabled them to highly optimize execution in alignment with these forces.
In addition to helping you perform this analysis, the IR Grid can also help you visually communicate this strategy in a simply and intuitive way. Honestly, there are a lot pretty smart people who only think they know these answers, but Google keeps the “hows” under lock and key. In short, the higher your site’s value, the higher up in the search engine rankings your site will be.  The higher the site is ranked, the more often it will appear in the top few pages of the search engines search pages. The study was completed by 167 professionals involved in their business’ marketing strategy.


Inbound marketing more closely matches with the way buyers are making purchasing decisions today. Make no mistake, if you don’t have a website, that you are proud of, you are missing the best opportunity to grow your business. Matt and his girlfriend were traveling around the world, making these goofy movie clips with their Flip cam. This will build up your reputation and the more positive, authentic reviews you have, the more Google will notice you.
Always thank them for the positive review and welcome them back, and address any negative reviews, find out what went wrong, fix it, and make sure it doesn’t happen again. Update statuses, engage directly with customers, introduce new products and specials, and post any relevant information. Doz, began studying Diverse Multinational Corporations (DMNCs), a new breed of large global corporations competing in multiple diverse business areas while operating distribution channels spanning multiple national markets. Over the course of the next six years, they read countless corporate documents and interviewed more than 500 top executives from over 20 global firms, including General Motors, GTE, IBM, Philips, Brow Boveri, Nippon, Corning Glass Works, Massey Ferguson, and Ciba-Geigy.
A further example along this line would be relocating that factory to Taiwan in order to capitalize on economy of location.
The bar can give away drinks, so long as patrons are losing more money gambling than they would normally spend on alcohol. Through a process of acquisitions and consolidations, by standardizing elevator design, and by cutting costs, Otis changed the rules of the game.
Traditional competitors who were multinational prior to the Japanese competitive thrust in the auto industry (e.g.
Leveraging this optimization enabled them to overpower their competition in tactical scenarios.
The automobile industry had recently become global in terms of sourcing, design, and manufacturing. Ginzametrics can help you globally integrate locally or regionally managed SEO campaigns on an industrial scale.
They consisted of business owners, entrepreneurs, executives, and sales people in businesses of all sizes. They put it to music, and almost 30 million viewers have enjoyed the time  Matt shared with us. Encourage them to take advantage of your service or product, or email about a local event you’re supporting.
And given the requirement for acute tactical agility needed to perform regional search optimization, social media optimization, and adjust for local or niche market dynamics, the opposing pressure for distributed management and local responsiveness, away from centralized integration, is just as real now as it was then.
It changed the economics of the industry to a point where regional integration, if not global integration became the dominant mode. Almost ? of the companies were involved in the business-to-business sector and were involved in business or professional services.
Any mention you get from a worthy media source, will mean a lot to where you stand in the search results.
The first company to innovate and exploit that change can gain a considerable advantage over its competitors, who are slower to move toward international integration.




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