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class="capitalize brand-primary">Home Page</a></li><li class="display-inline-block"><a href="https://www.bartleby.com/writing/" class="capitalize brand-primary">Research</a></li><li class="display-inline-block"><span class="ash-gray capitalize">Groupon</span></li></ul></nav></div><div class="rhino-slot center" id="essay_ad_top"></div><div class="row columns"></div><div class="row essay-preview-block"><div class="columns small-12 medium-8 large-8 no-padding"><div class="preview-header-row display-flex"><div class="columns small-5 medium-3 large-2 no-padding"><img src="//assets.bartleby.com/1.17/images/placeholders/essay_preview.png" width="100%" alt="preview"/></div><div class="columns small-7 medium-9 large-10 display-flex flex-flow-column"><h1 class="heading-s weight-700 no-margin ">Groupon</h1><div class="grade-essay-card grade-best-essays"><span>Best Essays</span></div><ul class="weight-700 padding-left-1 share-block "><li><span class="text-s">2879 Words</span></li><li><span class="text-s">12 Pages</span></li></ul><div class="margin-top-auto"><a href="javascript:void(0);" class="button button--orange button--squarish text-m button--orange" id="ShowMoreButtonExtra" data-href="/writing/document/F3LSA8386VS" rel="nofollow">Open Document</a></div></div></div></div></div><div id="divPreviewBlock" class="row essay-preview-block "><div class="columns large-8 paper-container paper-container--with-sidebar position-relative border-box-shadow margin-4 padding-2"><div class=""><div class="position-relative margin-4 text-xl"><div id="essay-body-heading-details"></div><script>if (typeof doShowProdHdr === 'function') { document.getElementById("essay-body-heading-details").style.display="none"; document.getElementById("essay-preview-premium-ribbon").style.display="none"; };</script><div class="document__body white-space--break-spaces break-word"><span class="document__preview text-l source-serif "><p>Transnational Management: Applied to the Case of<br /> Groupon<br /> <br /> Maastricht University<br /> School of Business and Economics<br /> Maastricht, Dec. 4th, 2012<br /> <br /> Course: Global Business<br /> <br /> Table of contents<br /> <br /> Page<br /> <br /> 1. Introduction<br /> <br /> 2<br /> <br /> 2. <a href='/topics/business' style='color:#3174a3'>Business</a> model<br /> <br /> 3<br /> <br /> 3. Organizational Structure<br /> <br /> 4<br /> <br /> 4. Groupon’s corporate strategy<br /> <br /> 5<br /> <br /> 5. Groupons global strategy<br /> <br /> 6<br /> <br /> 6. Groupon’s entry to China<br /> <br /> 7<br /> <br /> 7. An Evolving Role<br /> <br /> 10<br /> <br /> 8. Conclusion<br /> <br /> 11<br /> <br /> 9. References<br /> <br /> 12<br /> <br /> 10. Appendix<br /> <br /> 13<br /> <br /> 1. Introduction<br /> Groupon is a deal-of-the day Internet start-up company that was launched in 2008 in Chicago.<br /> The website offers discounted deals for local as well as national companies. Now operating in more than 150 markets as diverse as the<a data-href=/writing/document/F3LSA8386VS class="document__middle white-space--normal source-serif text-l" rel="nofollow" style="cursor:pointer;white-space: normal;"> <i>…show more content…</i> </a></p></span><span class="document__preview text-l source-serif "><p class='text-ellipsis-after'>1969).<br /> <br /> 4. Groupon’s corporate strategy<br /> As Groupon is established in many countries of the world, a global strategy has to be pursued on the one hand. This leads to a gain in brand equity, brand awareness and global efficiency.<br /> On the other hand Groupon offers national as well as local deals, which caused the business to act locally responsive as well. Groupon, for this reason, can be considered transnational, as the company acts “more responsive to local needs while capturing the benefits of global efficiency” (Bartlett and Beamish, 2008, p13). Today’s MNEs compete in highly complex, diverse and constantly changing business environments. This is due to globalization of markets as well as acceleration of product and technology life cycles. Most importantly however is the intensification of global competition for Groupon. Most online services are easy to imitate. Therefore it has been of utmost importance that Groupon’s managers take the right actions and develop appropriate strategies. Groupon has access to highly educated international managers that sense and interpret complex and dynamic environmental changes.<br /> These managers have developed and integrated multiple strategic capabilities in order to cope with today’s business world. As it was very hard for Groupon to enter foreign markets,<br /> Groupon identified several companies that were interested in forming joint ventures. An important part of their global expansion strategy that</p></span></div><div class="paper__gradient paper__gradient--bottom"></div><div class="center paper__cta"><a class="button text-m button--orange" id="ShowMoreButton" rel="nofollow" data-href="/writing/document/F3LSA8386VS">Get Access</a></div></div></div></div><div class="columns large-4 hide-for-medium-only hide-for-small-only"><div class="rhino-slot center" id="essay_ad_sidebar"></div><div class="rhino-slot center" id="essay_ad_sidebar_1"></div></div></div><div class="row essay-preview-block essay-related-block "><div class="columns large-12 padding-1 no-padding-large"><div class="columns large-12 paper--related-separator-new"><span class="paper--related-separator-word">Related</span></div><div class="rhino-slot center" id="essay_ad_related"></div><section class=""><ul id="RelatedDocumentCenter" class="unstyled"><li id="related-essay1"><div class="columns small-12 medium-12 large-12 card box-shadow card-grade-essay paper no-padding"><div class="columns small-12 medium-12 hide-for-large position-relative card-grade-essay-grade-col grade-satisfactory-essays"><div><span>Satisfactory Essays</span></div></div><div class="columns small-12 medium-12 position-relative hide-for-large card-grade-essay-words-col padding-left-1-imp"><a href="/essay/Groupon-Financial-Summary-FCHX5PDKPT" class="hide-for-large"><h2 class="heading-s weight-700 brand-secondary">Groupon Financial Summary</h2></a><ul><li>268 Words</li><li>2 Pages</li></ul></div><div class="columns small-12 medium-12 large-8 position-relative"><div class="card-grade-essay-preview-col show-for-large"><a href="/essay/Groupon-Financial-Summary-FCHX5PDKPT" class="show-for-large"><h2 class="heading-s weight-700 brand-secondary">Groupon Financial Summary</h2></a></div><p class="text-m break-word word-break text-ellipsis-after text-ellipsis-after">After discovering errors in its accounting and the failure to set aside enough reseveres for customer refunds, Groupon. Inc announced revision of its first financial results posted as a public company in April 2012, which resulted in a cut to its 2011 fourth-quarter revenue of $14.3 million. In addition, this revision has reduced its fourth quarter operating income by $30 million, net income by $22.6 million, and earnings per share by $0.04, due to an increase of operating expenses after compliance with GAAP.</p></div><div class="columns large-1-5 position-relative show-for-large card-grade-essay-words-col"><ul><li>268 Words</li><li>2 Pages</li></ul></div><div class="columns large-2 show-for-large position-relative card-grade-essay-grade-col grade-satisfactory-essays"><div><span>Satisfactory Essays</span></div></div><div class="small-12 medium-12 large-1-5 position-relative card-grade-essay-button-col"><a class="button text-m " href="/essay/Groupon-Financial-Summary-FCHX5PDKPT">Read More</a></div></div></li><li id="related-essay2"><div class="columns small-12 medium-12 large-12 card box-shadow card-grade-essay paper no-padding"><div class="columns small-12 medium-12 hide-for-large position-relative card-grade-essay-grade-col grade-decent-essays"><div><span>Decent Essays</span></div></div><div class="columns small-12 medium-12 position-relative hide-for-large card-grade-essay-words-col padding-left-1-imp"><a href="/essay/Coupons-Com-Business-Analysis-FCAJVXM6S3B" class="hide-for-large"><h2 class="heading-s weight-700 brand-secondary">Digital Coupons. 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For some of us we by our coupons months in advance and forget to use them which often leaves us dissatisfied about the purchase. Still with its lack of customer loyalty new subscribers are flocking to the website, which has created a demand for continuous expansion of the company’s infrastructure as well as goods and services that it offers. Moreover, the inundation of mobile devices has created some competition. Now anyone with a smartphone can save money on the spot. This has leveraged the competition against Groupon. 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Launched in November 2008, the first market for Groupon was Chicago, followed soon thereafter by Boston, New York City, and Toronto. Groupon has over 50 million subscribers across 300 cities in more than 40 countries. The idea for Groupon was created by Andrew Mason who is currently the company’s CEO. [update]Groupon serves more than 150 markets in North America and 100 markets in Europe, Asia and South America and has amassed 60 million registered users. 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The administration blamed the net loss in 2011 primarily on the quick growths of its global division which involved bigger investment in upfront marketing, sales, and infrastructure in early stage countries. Groupon made changes to its distribution of resources including corporate facilities and employees to accompany this expansion. The fact that the company’s mission is to grow the number of merchant partners gave the company challenge to do its best to fill this. 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How the partner relationship operates is Groupon negotiates with the various merchants and suppliers to gain promotion deals advertised to be on Groupon’s website. Groupon sells coupons to customers for a discounted price and also receives a commission from merchants. The definition of negotiation is: mutual discussion and arrangement of the terms of a transaction or agreement. If a mutual arrangement cannot be agreed upon or if expectations are too strict, Groupon may lose its merchant base. Furthermore, if merchants do not view the marketing efforts to be worth their time, they will go elsewhere. Merchants can become dissatisfied and look towards the competition that is also offering marketing ideas. Groupon should focus on improving affiliations with merchants so merchants see Groupon as part of their marketing strategy, which would allow for Groupon to do some of the work for the merchants. Groupon can survey various merchants to gather input on what merchants expect - what would work for them or not. Additionally, Groupon can promote the less selling items the merchants offer and promote those products and services. 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In the run long, the mechant come and go without continue offering they products / services to Groupon’s customers.</p></div><div class="columns large-1-5 position-relative show-for-large card-grade-essay-words-col"><ul><li>1479 Words</li><li>6 Pages</li></ul></div><div class="columns large-2 show-for-large position-relative card-grade-essay-grade-col grade-good-essays"><div><span>Good Essays</span></div></div><div class="small-12 medium-12 large-1-5 position-relative card-grade-essay-button-col"><a class="button text-m " href="/essay/Analysis-of-Groupon-Marketing-Strategy-PKEDNRAQUDSX">Read More</a></div></div></li><li id="related-essay10"><div class="columns small-12 medium-12 large-12 card box-shadow card-grade-essay paper no-padding"><div class="columns small-12 medium-12 hide-for-large position-relative card-grade-essay-grade-col grade-better-essays"><div><span>Better Essays</span></div></div><div class="columns small-12 medium-12 position-relative hide-for-large card-grade-essay-words-col padding-left-1-imp"><a href="/essay/Groupon-Case-Study-F3NRSJC8KDRVS" class="hide-for-large"><h2 class="heading-s weight-700 brand-secondary">Groupon Case Study</h2></a><ul><li>1668 Words</li><li>7 Pages</li></ul></div><div class="columns small-12 medium-12 large-8 position-relative"><div class="card-grade-essay-preview-col show-for-large"><a href="/essay/Groupon-Case-Study-F3NRSJC8KDRVS" class="show-for-large"><h2 class="heading-s weight-700 brand-secondary">Groupon Case Study</h2></a></div><p class="text-m break-word word-break text-ellipsis-after text-ellipsis-after">In my opinion Groupon is not a ready-to-go solution to the problem of low marketing budgets of many local merchants. 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As a result of massive success and the growing competition, the business is faced with the option of either selling to Google or developing an effective marketing strategy for continuing its own. In the due context, the underlying report proposes a marketing plan for successfully dealing with the market challenges (Chatterjee, O”Keeffe, and Streiff, 2012).</p></div><div class="columns large-1-5 position-relative show-for-large card-grade-essay-words-col"><ul><li>2551 Words</li><li>11 Pages</li></ul></div><div class="columns large-2 show-for-large position-relative card-grade-essay-grade-col grade-best-essays"><div><span>Best Essays</span></div></div><div class="small-12 medium-12 large-1-5 position-relative card-grade-essay-button-col"><a class="button text-m " href="/essay/Marketing-Plan-For-Groupon-Marketing-Strategy-PK5WEVQ3PVD5">Read More</a></div></div></li><li id="related-essay14"><div class="columns small-12 medium-12 large-12 card box-shadow card-grade-essay paper no-padding"><div class="columns small-12 medium-12 hide-for-large position-relative card-grade-essay-grade-col grade-satisfactory-essays"><div><span>Satisfactory Essays</span></div></div><div class="columns small-12 medium-12 position-relative hide-for-large card-grade-essay-words-col padding-left-1-imp"><a href="/essay/What-Is-Groupon-An-Entrepreneur-PCKSGZGQHNV" class="hide-for-large"><h2 class="heading-s weight-700 brand-secondary">What Is Groupon An Entrepreneur?</h2></a><ul><li>170 Words</li><li>1 Pages</li></ul></div><div class="columns small-12 medium-12 large-8 position-relative"><div class="card-grade-essay-preview-col show-for-large"><a href="/essay/What-Is-Groupon-An-Entrepreneur-PCKSGZGQHNV" class="show-for-large"><h2 class="heading-s weight-700 brand-secondary">What Is Groupon An Entrepreneur?</h2></a></div><p class="text-m break-word word-break text-ellipsis-after text-ellipsis-after">Groupon creates value through the low costs they offer additionally, through the convenience and the extensive variety of items they provide. Groupons initial value proposition was to enable local organizations to present individuals to their businesses, in this manner enabling organizations to gain future potential customers. The greater part of their income relies upon the quantity of items or deals they sell. Groupon additionally, makes incomes from organizations by means of membership expenses. Moreover, they get a little offer of income from organizations that utilization Groupon's advertisement space. 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The introduction briefly inform the reason why I wrote this report. This report has been made due to the fact that I would like to inform other vendors about the underline problem of Groupon and what the solution could be for Groupon to take its leadership back in this industry. Furthermore I formulated the question that I wanted to answer in this report: What can or should Groupon do to develop their strategy to maintain competing in the Electronic Commerce industry?</p></div><div class="columns large-1-5 position-relative show-for-large card-grade-essay-words-col"><ul><li>3367 Words</li><li>14 Pages</li></ul></div><div class="columns large-2 show-for-large position-relative card-grade-essay-grade-col grade-better-essays"><div><span>Better Essays</span></div></div><div class="small-12 medium-12 large-1-5 position-relative card-grade-essay-button-col"><a class="button text-m " href="/essay/Swot-Groupon-PKJS9A573GEY">Read More</a></div></div></li></ul></section></div></div><div class="row columns"><section class="section no-padding padding-bottom-1 no-border--bottom gray-ultra-light--bg"><div class="container"><div class="row padding-top-1 margin-1"><div class="small-12 columns"><h3 class="heading-m black weight-500" id="show-related-topics-link">Related 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