'Re-defining the International P.L.C.
- Deception or Diagnosis?'

Z. Dauhn
MSP_7347
November 12, 2003

Abstract
This paper assesses the current status of the PLC, both conceptually and its applications, in the context of changes in the international marketplace, for example the drastic shortening of 'time to market.' The paper considers other approaches to the international PLC, including incremental and evolutionary cycles. There is a special focus on the positioning of global brands in this scenario, together with a number of topical illustrations from brand companies. The Paper concludes by proposing two models in place of the traditional PLC.


Introduction
This paper aims to review the impact of recent developments on the PLC in the international market place, and to assess how far it is still a worthwhile concept; some implications for management in the light of this reassessment are also discussed.
Accelerating Market Entry
The global move towards reducing......

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Title: Re-Defining The International P.L.C.
Approximate Word Count: 2689
Approximate Pages: 11 (250 words per double-spaced page)

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