Motorola is under external pressure to provide a consistently innovative product that can span different languages and cultures. Tis includes being sensitive to cultural behaviours and language structure in user manuals, poduct design, ad marketing strategy. Te use of information systems infrastructure by industrial and service companies may be a source of competitive advantage for innovative and knowledge-based companies. Mtorola specialises in the commerce of innovative communications technology, ad therefore must maintain a contemporary approach to strategic management, wich guides attention toward the understanding of the organisational learning process the management of a firms knowledge base (Conner and Prahalad, 1996) The management of knowledge plays an outstanding role in any interdisciplinary theory of entrepreneurship (Ripsas, 1998) and in the development of technology-based companies.
Mtorola must be prepared to address new technologies, inovate old technologies, wile maintaining high quality of product. Cllular technology constantly changes the way global consumers communicate, rlate, iform, ad entertain. Te sheer success of the RAZR phone shows that Motorola seized a significant opportunity in the ability to deliver a product of innovative designs. Te of technology changes is the most significant for Motorola RAZR, frst to maintain the level of innovation consumers expect and second to deliver consistent product innovation that changes the way consumers use technology to create a need for the technology.
"he world economy has internationalised in its basic dynamics, i is dominated by uncontrollable market forces, ad it has as its principal economic actors and major agents of change truly transitional corporations, tat owe allegiance to no nation state and locate wherever in the globe market advantage dictates. "(Hirst Thompson, 1996, pFor Motorola, eonomic concentrations must include the idea of "macro-economic unification" which, i the words of Glyn and Sutcliffe, "epresents the idea that the world is now really a single economy in the macro-economic sense.
Tat means that the main determinants of income and employment can now only be understood at a global and no longer a national level. "(Glyn and Sutcliffe, 1992, p This means that the company, wich works on national, iternational and multinational levels, mst be prepared to examine their. ..
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