Competing with giants: How One

Family‑Owned Company Took on

the Multinationals and won.
The idea of competing with multinational companies is something that causes
us fear, mainly because we believe that they are organizations that you can’t
compete with. This book demonstrates the case of a family business that was able
to compete for multinationals.

The book shows us how a family can do a business to such a degree to

compete with the heavyweights. Firstly, it introduces us to the Asian culture
approach, in which it shows us the way in which Asian companies emerge with great
force and have an impact. Likewise, it demonstrates the opportunities that family
businesses have had due to different situations, as well as the importance they have
had for society.

Later, it shows us 5 steps that lead to success, which are: create an authentic
local product, adhere to international standards, govern growth, motivate employees
and foster community spirit, and take responsibility.

The first step touches concepts such as the 4 p's of marketing, which as we
know are of great importance for the success of companies, because they allow to
develop a correct strategy. By developing each of the p's of marketing it is possible
to define the direction of the companies. In this sense, the book shows examples of
how several products were developed considering the 4 p's.

Then mentioning the importance of adapting to international standards, this is

where benchmarking becomes important because one must consider the way in
which the supply of materials is carried out, that is, the development of the chain of
supplies, as well as how it is produced in the international arena. In addition, the
distribution channels that the company may adopt are considered. We must not
leave aside the certifications and regulations that are requested internationally.

All companies tend to seek growth and be the best, however, rarely consider
the importance of information technologies and operational processes. The IT
implement has revolutionized the way in which organizations are managed, that is
why choosing correctly the technology they manage is very important.

Another important step is the motivation towards employees and the

promotion of the spirit of community, these issues are of importance because this
way incentivizes a better performance of the employees. In addition, these
companies are committed to returning to society part of what they have earned,
becoming a CSR.

The last step is the importance of family work, as you know, working in a
family often generates conflicts. Therefore, the book shows how these problems can
be confronted and how families can solve the problems that arise.

Ultimately, the author explains the difficulties women face in the workplace.
These difficulties were experienced by her while she took over the company.

So, this book shows us that it is possible to compete with companies of great power
while we develop a correct strategy and comply with the necessary steps to achieve
success.

Brandon López Luna