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Bat

Case Study II-2
The Challenges of Local System Design for Multinationals: The MaxFli Sales Force Automation System at BAT

Overview (Class Discussion Case)

Large multinational corporations are designed to leverage economic efficiencies in economy of scale and economy of scope across geographic regions. These efficiencies are challenged when local market tastes, business processes, or regulations render a one-size-fits-all solution suboptimal. In contrast, locally-tailored solutions may fail to leverage best practice, cost efficiencies, and consistent management of brands and processes. Business change initiatives often purposefully target changes in local processes, but when these changes are embedded in IT, the technology is often blamed for “not fitting the way we do business.”

The case illustrates these issues by focusing on a custom systems development project – “MaxFli” – for a sales force automation system that is needed in a number of local countries......


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Approximate Word Count: 5024
Approximate Pages: 21 (250 words per double-spaced page)

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