International business and policy assignment Essay

International business and policy assignment - Essay Example Shell’s multinational marketing strategy can be assessed using the framework proposed by Johny Johansson in his book Global Marketing, which is comprised of three roles: the foreign entry role; the local marketing abroad role; and the global management role. For a multinational company like Shell, which operates in a number of countries across the globe, the framework provides essential insights into analysing its operations. In order to analyse its strategy, it is crucial to first analyse the environment in which shell operates in, and see if the difference in performance is attributed to the strategy itself, or to the strategy’s inappropriateness in relation to its environment. What shapes the behavior of a business is the degree of uncertainty in its environment. In order to assess the degree of uncertainty, it is important for us to note the key dimensions that define an organization’s environment. As Stephen Robbins (2005, pp.443-444) illustrated in his book Organizational Behavior, there are three dimensions to the environment of any business, namely capacity, volatility and complexity. Using this framework, we try to assess the environment in which the company currently operates in. The environment plays a huge impact in crafting strategy and strategic management decisions an organization makes. The strategy depends on the dimensions of the environment where it operates in, as mentioned earlier, which depends on the overall objectives of an organization. This strategy should be supported by a different structure that would carry on the fulfillment of various responsibilities and tasks to achieve the organization’s objectives. However, in implementing a chosen strategy which requires restructuring within an organization, various strategic human resource management issues should be addressed. In the case of Shell, where the recommended strategies are to promote