There are four distinct international strategies for enterprises that expand into the global markets. These paradigms include export, global, multi-domestic, and transnational strategies. The export strategy is used by companies concentrated in a single country, which sell their products to retailers around the world. Examples of such companies are the majority of IT businesses (Microsoft, Google) as well as individual producers that do not have the desire or the capabilities in order to establish domestic production in other countries. The multi-domestic strategy is used by businesses that seek to produce country-specific products, adhering to customs and standards of the local market. This strategy is typically used in the food industry. The transnational strategy presents a combination of export and multi-domestic strategy. The global strategy is the most complex strategy, as it involves a great deal of coordination across all levels of the company in order to manage geographical dispersion.
Four Seasons Hotel brand bases its transnational strategy on adhering to domestic principles and ideals while enforcing high standards of customer service across its 92 properties located in different countries around the world. Recognizing the desire of travelers and tourists to experience the culture of the countries they are traveling to as well as the needs of the locals for familiarity, they make sure that the design of their hotels fits well into the architectural and cultural background of the country. High standards of service, however, are considered universal in Four Seasons Hotels, meaning that the visitors know what to expect every time they book a room, no matter the location. Thus, the multi-domestic part of their strategy involves using cultural, architectural, and geographical nuances of the domestic markets, whereas the quality of care is treated as an export good.