Abstract
Procter and Gamble have been operating internationally for decades.
Number of countries in which P&G has been operating over years
As we can see, there had been brisk development during the ‘50s and the ‘60s. Then, the internationalization process stagnated during the ‘70s. A second wave of development occurred in the ‘80s, which can be explained by the collapse of the Communist system and the opening of new markets. However, as internationalization opportunities will be hard to come by in the 21st century, P&G has to find new prospects for growth.
This is also illustrated by itsfinancial results
It is interesting to note that at the beginning of the ‘80s, as P&G internationalization was slowing down, it experienced a sluggish growth in sales, which resulted in stagnation. A similar phenomenon was witnessed at the end of the ‘90s, and this might be related to a decline in the internationalization opportunities for Procter and Gamble.
