CI, though operating globally, is maintaining the autonomous character of each country’s business. So its not aiming at providing the global services in every country that it operates. Rather it’s trying to adapt the local traits of business in each country. So, the international strategy pursued by CI is Multidomestic international strategy.
The characteristics of a Multidomestic strategy is:
Instead of Multidomestic strategy, CI must adopt the transnational approach of think global, act local. This strategy will maintain the global standard of efficiency in their service with little adjustments to cope with local demands.
The advantages of this strategy are:
