The traditional approach to building a multi-national brand is obsolete.

Falling trade barriers, rapid advancement in technology, and growing similarities of international customer needs all require organizations to develop a whole strategy that combines home market success with international adaptation and global integration.

This online class, led by Professor George Yip of Imperial College Business School, will identify the basis of competitive advantage for going international.

We will examine Microsoft, Apple, Google, and Starbucks, the latest exemplars of Western companies, to understand these principles.