Reference no: EM132950093

Himalaya started its international business in the year 1999, with its office at Dubai. The first products to be sold outside India (in markets such as Commonwealth of Independent States (CIS) countries, Romania, Singapore, Malaysia and Russia) were the pharmaceutical products. All products were retailed under the umbrella brand, "Himalaya Herbals". The concept of Ayurveda was not known outside India, whereas Himalaya was a familiar name. Gradually, when the company introduced its personal care products internationally, they used the brand name "Himalaya Herbal Healthcare". In international business, firms use four basic global strategies to compete in the international environment: International strategy, localisation strategy, global standardisation strategy and transnational strategy. Drawing on the integration-responsiveness framework, describe and discuss the nature of Himalaya's global strategy.