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Internationalbusiness

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Submitted By umesalma91
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Introduction
In international business theory there are a number of useful models for the externalenvironment analysis of specific countries. These methods can be applied bycompanies that aim to internationalise and so to define the right location(s) abroad interms of institutional as well as cultural fit and success opportunities. Correspondingly, concepts like this also provide insightful information for explaining the location choices which organisations have already made. One such framework isthe so called Diamond Model introduced by Michael Porter in 1990. This essay triesto determine its advantages and disadvantages as a tool for the examination of firm‟s home and host location decisions by focusing on two major MNEs: ikea and audi..Porter ‟s Diamond Model(1990: 73) argues that “nation‟s competitiveness dependson the capacity of its industry to innovate and upgrade and therefore is determined by a nation‟s level of productivity. From an organisational perspective this means that national competitive advantage depends on the nation’s ability to provide a home base for companies to sustainably improve their products and services in terms of quality, features, technology and so to successfully compete in highly productive industries internationally.

Audi, a German automobile company, is a part of the Volkswagen group which is one the leading automobile manufacturers and the largest car maker in Europe.
Ikea, Swedish furnishing companies known worldwide operating in 42 countries, started during the 1940, offer a wide range of well designed furnishing products at low prices making it affordable for everyone.
Porter’s diamond model focuses on the competitive advantage of nation which helps to understand the competitive nation in a international market competition that, “it does not grow out of the country’s natural endowments, its labor pool, its interest

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