Abstract

In the era of industrialization, the role of company’s global strategy has a significant role in surviving in a competitive environment. The global strategy has the major weapon to compete with the competitors and achieve a higher level of performance. In this direction, the awareness of global strategy among employees has key importance. However, in most companies, the level of awareness among the employees is low, which has a negative effect on the global strategy. This study aims to examine the level of awareness among employees concerning the company’s global strategy. This study selected large enterprises from Poland. Data were collected from the employees of large enterprises from Poland. A cross-sectional research design was used in the present study under a quantitative research approach. In this research, first-hand data was collected from one point in time. A total of 200 questionnaires were used to collect data and distribute it to employees, of which 82 valid responses were received for data analysis. It is an important investigation that is not documented in previous studies. Particularly, large enterprises from Poland were not considered by the previous studies. This study significantly contributed to the body of knowledge. Along with the theoretical implications, the current study also has practical implications. Results of the study highlighted valuable insights for the large enterprises to enhance the company’s global strategy through employee awareness. It is also evident from the results that awareness about the global strategy could promote the employee motivational level. Therefore, employees want to adopt the global strategy. Employees also highlighted that global strategy is important for brand building, innovation, and expansion to the new market. According to the employees, the major benefits of the global strategy include increasing the product quality, increasing sales, brand recognition promotion, increasing the profit, increasing the customers, gaining competitive advantage, and reducing the cost. Thus, to achieve higher performance through global strategy benefits, a company must have well planned global strategy. Therefore, the study’s findings have valuable importance for the practitioners to promote large enterprises in Poland.

Keywords: global strategy, employee awareness, large enterprises, knowledge management

JEL Classification: F01, L10, D81, D86.

Cite as: Urbanski, M. (2021). Company global competitive strategy and employee’s awareness. Marketing and Management of Innovations, 2, 49-64. https://doi.org/10.21272/mmi.2021.2-04

This work is licensed under a Creative Commons Attribution 4.0 International License

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