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This strategy still involves the location of most activities in

a single country, but builds on more coordinated marketing. Economies of

scale can still be reaped in manufacturing and R&D, but branding and pricing

opportunities are more systematically managed. The coordination demands

are, of course, considerably more complex than in the simple export strategy.

This is a common stage for companies from emerging economies, as they

retain some locational advantages from their home country, but seek to build

a stronger brand and network overseas with growing organisational maturity.

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