being in the driving position. While in the driving position, companies are maintaining more than 50% control of the decision-making process. Quickly diversifying the customer base beyond the existing customers plays a huge part in the high road approach. The low road approach takes a riding position. The riding position is the exact opposite of the driving position. They control less then 50% ownership and simply follow and rely on a single or a few customers. The riding strategies may work for a while, but eventually most companies regret it if they have locked themselves out of international control.Dealing with RoadblocksGlobalizing companies typically must respond to strategic challenges and modify operational approaches after they have entered foreign markets(Monti 5). Taking the high road here means taking an anticipatory approach. Companies recognize most of the potential challenges that will be faced in the new market and being prepared with appropriate responses. Kentucky Fried Chicken anticipated most of the problems it would face in entering China. So it prepared accordingly. One step it took was to secure a supply of high-quality chickens by taking on a local poultry producer as one of its joint venture partners(Monti 5). The high road also takes a long term view. In contrast to the high road, the low road approach means that companies are frequently surprised. Reacting to challenges with responses that are not well developed or tested is a main point to the low road approach. Companies typically get drawn into price wars rather than value wars. Sometimes companies have to react to surprises, but anticipating them is even better.Making a CommitmentAfter entering a foreign market, companies need to decide whether to commit for long term, take advantage of short-lived opportunities, or exit because of adverse conditions(Monti 6). The high road in this part means taking a global approach. They need to view t...
