International strategy: is it meeting the challenge?

The paper proposes an IS process model comprising inputs, development, outputs and a feedback loop based on performance measurement and its interpretation. The feedback impacts on the inputs and development components. Inputs are comprised of market information. human resources, diversity, value creation and host country environmental factors. Development includes preparation and learning. planning and scrutinising partnerships. anticipating impacts of globalisation and experience effects. Outputs comprise structure, scope of operations, target countries. facility location and positioning. Performance interpretation explains rapid and major changes in IS outputs, such as structure and business unit portfolios, whilst process complexity explains observed output similarities for organisations reacting to similar inputs and suggests an evolutionary approach in their determination.