Global Strategy, intro

A global strategy is implemented when a company with multiple business units across the globe mandates what and how each of the units is to operate its business, having a centralized decision making location. Multi-domestic strategy differs greatly from this global strategy because it allows each independent business unit to operate a bit different than the each other for benefit of a more agile decision making and customization of the customers experience through service and products. We sometimes even see results of Multi-domestic strategies when a chain name varies slightly from location to location.  

The reasons a firm might have to expand internationally, assuming this is a brick and mortar based company is that one of emerging markets. As the global trade is facilitated there is opportunity creation and markets to stake; this is obviously assuming also if the company has conquered the majority of the local market and is not at a great risk of losing shares by focusing its efforts elsewhere.  For web based companies this is not necessary a need but an organic feature of the firm. If you have a website and conduct your business primarily through it you are technically reaching out to the global audience which means you need to ensure that you apply maybe both of the strategies to ensure that your content and product features target a wide audience regardless of where you are. This is a foundation of the economic system of a web based environment, for example I have a particular experience for startups, mostly online startups, and regardless of the name, business model and demographic reach as soon as beta testing site or actual platform is launched we usually get bombarded with emails from providers of random digital services some legitimate and some maybe not so much but often times they come from places in Europe and not necessarily the U.S. alone or even the hyper-local market.