Abstract
Since the rise of liberalisation with the opening of markets in the mid 1980's, the business world has entered the era of globalisation where companies have dramatically expanded their business abroad. Indeed, the abolition of barriers of entry was one of significant opportunities for multinational enterprises to gain more market shares by sustaining their competitive advantage on a broader scale. However this situation of globalisation has shifted to a new period called the "semi-globalisation". In fact this expression quoted by Panos Mourdoukoutas highlights the new constraints imposed to most of multinational enterprises (MNE's). In fact new pressures have transformed the global competitive framework, forcing companies to rethink their traditional worldwide strategic approaches. Thereby they are nowadays doomed to be both globally efficient and locally responsive by adapting some elements of their strategy mix to the host country where they operate.
