For a company to become global, it has to use specific frameworks that determine its entry into the worldwide market. Companies can use ethnocentric, regiocentric, polycentric, or geocentric (EPRG) framework categories in their global marketing and staffing approaches.
From the case study, Nimble Storage’s mission and vision fall under the geocentric approach. Nimble’s mission is simple: to give customers “the industry’s most efficient flash storage platform.”. By utilizing one type of strategy for all countries, companies use the geocentric approach to bridge the cultural differences in their markets.
Nimble Storage focuses on creating products and services that satisfy national and international customers by actively adapting their products and services to meet global needs best. For example, when Nimble Storage had to work for an Australian financial institution, they provided a solution that met their requirements and allowed them even to increase performance (Bahrami, 2015). This result shows that despite having clients from different places, the company created a storage system that suits everyone.
Based on the case study, Nimble Storage presents itself as a global company. According to Bahrami (2015), the company’s mission was to give its “customers the industry’s most efficient flash storage platform. They fulfilled this mission, established a global market, and represented themselves globally by providing effective and reliable storage solutions worldwide to commercial and institutional customers.
This was achieved by implementing a program called Workday, which they described as an ‘integrated easy-to-use system that had mobile capabilities based on the audience served’ (Bahrami, 2015). They chose a system that suited staff in all the countries where Nimble operates, becoming favorable in the storage industry. Besides their local station, global operations throughout their branches can work independently. It also provides storage services to anyone looking for storage systems globally.
According to Donaldson (2016), the core values of a business establish a moral compass for business practice that leads to its entry and success in the global market. Some of Nimble Storage’s core values are teamwork, integrity, transparency, and collaboration, among others, proving why it has succeeded in the global storage-providing business. Nimble Storage’s goal to transform the world of storage allowed it to present itself as a worldwide company appropriately.
References
Bahrami, H. (2015). Nimble Storage: Scaling talent strategy amidst hyper-growth. The Berkeley-Haas Case Series. University of California, Berkeley. Web.
Donaldson, T. (2016). Values in tension: Ethics away from home. In Readings and Cases in International Human Resource Management (pp. 403-415). Routledge.