BUISINESS INTERNATIONAL

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BOOK CHAPTER 17 GLOBAL PRODUCTION AND SUPLLY CHAIN MANAGEMENT Lecturer: Dr. Eko Handayanto, Drs.,M.M. Arranged by : 1. Aldhawiah Kanza Febrianti.S (2021-137) 2. Meysha Audy Halik (2021-137) MANAGEMENT STUDY PROGRAM FACULTY OF ECONOMICS AND BUSSINES UNIVERSITY OF MUHAMMADIYAH MALANG 2023

INTRODUCTION Using labor and resources from many nations to produce goods and services worldwide in an effort to maximize both quality and cost effectiveness is known as global production Ensuring that goods and services can be delivered to clients effectively, economically, and efficiently is the aim of supply chain management. It addresses a number of key goals is enhanced efficiency, better customer service,cost control, risk management, enhanced collaboration and quality enhancement. Supply chain disruptions have emerged as a key problem for businesses around the world, posing considerable threats to business operations, expenses, earnings, and customer satisfaction. Natural disasters, raw material shortages, regulatory changes, technology malfunctions, labor shortages, transportation challenges, and political instability are all causes that contribute to these disruptions. Uday Kumar Kanike (Uday Kumar Kanike, 2023; 1) "Global production and supply chain management" describes how businesses produce goods on a global scale by utilizing intricate supply chains that involve numerous parties, including distributors, manufacturers, suppliers, and customers. The objective is to meet customer expectations while achieving efficiency, cutting costs, and improving quality in an increasingly interconnected global economy. This evolution has an influence on supply chain management (SCM). One way to define the integration of sustainable development into supply chain management is as follows. In 2020, a series of extraordinary unfolded, with the unexpected emergence of the covid-19 pandemic causing profound global repercussions. The world health organization declared covid19 a worldwide pandemic early in the year, resulting in widespread effects on various aspects of society and business operations. Reports indicate that the pandemic has had a detrimental impact on the financial performance of numerous companies, leading to a significant increase in bankruptcy filings, particularly among americans. According to a study by jialan wang et al. (2020), there was a staggering 200% increase in the annual number of bankruptcies among major international corporations between January and august 2020. It can be accurately stated that the disruption in both suplly and demand caused by covid-19 were at the core of this issue, significantly influencing the global business landscape. According to research and experts in the field, global supply chain management and compasses a wide range of indeptha concept and practices. Some key elements that are often focused in global supply chain management research include global integration, supply chain optimization, global risk management, global corporation and partnerships, sustainable development, technological challenge. Research continues to be conducted as the global business enviropment changes, with a focuss on issues such as digitalization pandemic response and globalization that continue to impact how companies manage their supply chains around the world.

LITERATURE REVIEW AND DISCUSSION Supply Chain Management or SCM is a comprehensive process that efficiently coordinates the movement of goods, data, and services from suppliers to the final consumers. Efficiency, flexibility, and customer-centricity are the key objectives for achieving maximum supply chain performance. Supply chain management encompasses various aspects such as sourcing the raw materials, manufacturing the goods, storing them, distributing them, managing inventory, and ensuring proper transportation. To ensure a smooth and efficient flow of goods and information, it is crucial for supply chain stakeholders like suppliers, manufacturers, distributors, and customers to work closely together. Furthermore, supply chain management includes considerations for sustainability, innovation, risk management, and cost management. In the ever-evolving and globalized business landscape, the primary objectives are achieving greater adaptability, productivity, and client contentment. In order to reach your supply chain planning goals, it is imperative to clearly define them and establish the strategies that will be employed to attain them. When it comes to selecting suppliers, it is crucial to consider various factors like quality, price, and reliability in order to choose the best one. Demand forecasting involves analyzing historical data and trends to estimate future demand. To ensure customer satisfaction and prevent surplus inventory, it is crucial to maintain appropriate levels of inventory. Planning distribution routes and determining the method of product delivery to customers. In the realm of supply chain management, risk management encompasses the crucial tasks of recognizing and minimizing potential risks. Increase the efficiency and reliability of the supply chain by working together with partners such as suppliers, manufacturers, and distributors. Performance evaluation involves consistently monitoring and assessing your supply chain to discover opportunities for improvement. Embrace the power of automation and technology to efficiently organize and oversee your supply chain through the utilization of software systems. In Appendix A, Table A.1 provides a listing of the questionnaires. According to Mishra et al. (2021) and Sharma and Kumar (2021), the COVID-19 pandemic has brought to light three key aspects that are impacting global supply chains: logistics, supply, and demand. Prior to the outbreak of the COVID-19 pandemic, supply chain managers prioritized just-in-time inventory management as a means of minimizing expenses and improving operational effectiveness. The strategy, however, proved ineffective in preparing international supply chains for unforeseen calamities like the COVID-19 pandemic (Govindan et al., 2020). Additionally, the importance of managing and mitigating risks has been highlighted due to the widespread effects of the ongoing COVID-19 pandemic on global supply chains. Companies must evaluate their supply chain structure, approach, and the supply chain itself. Defining key terms is the initial step in addressing how global markets affect local supply chain management. According to Vidrova (2020), a supply chain is a web of connections between different economic actors where value can be created (p.2). An integration of resources and information through a sequence of value-adding activities is another definition of the supply chain (Vidrova, 2020: p. 2). According to this viewpoint, global SCM models influence the structure of relationships between actors in local supply chains. Suriyantphupha and Bourlakis (2019) argued from the perspective of global markets that create new demands on SCM that modern business

must acquire a long-term strategy to adopt innovative technologies to remain competitive in global SCM Consequently, businesses are compelled to adjust their local supply chain management procedures to meet the demands of the worldwide market. Modern business is compelled to become customer- and supplier-oriented in addition to being focused on new technologies; this tendency is seen in international marketplaces. While SCM had historically been carried out to reduce costs and boost business profitability, Stefanelli (2020) contended that global SCM had an impact on local SCM practices by putting a greater emphasis on the needs of customers. Consequently, businesses typically expand their operations globally in order to find better ways to serve local clients. Halal supply chain A halal supply chain is a systematic approach to managing capital, information and material flows. It involves the strategic cooperation and coordination of all parties to ensure the implementation of all halal activities from suppliers to end consumers. By implementing a halal supply chain, it is possible to meet expectations regarding quality standards, product quality and services related to halal products. Researchers have developed a halal supply chain management model [59-78]. According to this model, the establishment of a halal supply chain system is based on the support of top management, starting with the halal policy. This policy is the foundation of the supply chain structure. In addition, aligning halal strategies and practices with the company and overall strategy is critical. The halal supply chain has the potential to improve the competitiveness of Indonesian products, especially in the agricultural and food sectors [1-16]. Both manufacturers and Indonesian logistics service providers can use this opportunity. The success of a halal supply chain depends on the cooperation of various stakeholders, not just industry players. State support, infrastructure, appropriate information technology, skilled workforce and strong vertical and horizontal partnerships are enabling factors. In this context, the government plays an important role in preparing plans, regulations and initiatives to increase the export capacity of domestic goods. It emphasizes consistent performance and lean manufacturing practices. Consistent performance and lean manufacturing practices Kamble and colleagues (2020) utilized value stream mapping (VSM) to depict the advancement of lean manufacturing, focusing on waste reduction. Their research compares present and future objectives to emphasize the advantages of lean manufacturing, and the findings unequivocally indicate and anticipate the value of streamlining processes. Another aspect connected to sustainability and environmental responsibility, as indicated in earlier studies, is the correlation between lean production and financial performance. Orji and Liu (2020) highlighted its significant contribution to financial gains. Considerable cost savings are achieved through minimizing waste in lean production. According to Hussain et al. (2019), apart from reducing waste management expenses, lean manufacturing facilitates pollution reduction and fosters economic benefits. Ecological Supply Chain Organizing Ecological supply chain management is an approach that focuses on managing supply chains taking into account environmental impacts. Here are some resources to help you understand this concept, Definition of Ecological Supply Chain is an ecological supply chain is an approach that considers environmental factors such as resource use, carbon emissions and ecological impacts in the planning, management and implementation of supply chain, Environmental supply chain principles is a reduce waste and consumption of resources. - More efficient energy use. - Use of sustainable raw materials. - Reduce carbon emissions. - Collaboration with suppliers committed to sustainable practices, Advantages of an ecological supply chain is a reduce environmental impacts. - Work efficiency and cost savings. - Improve the image of the company. - Comply with

environmental regulations. - Increasing competitiveness, Environmental Supply Chain Challenges is a identify sustainable resources. - Measurement of environmental impact. - Risk management. - Supplier and customer participation, Tools and methods is a life cycle analysis (life cycle assessment). - Sustainable product design. - Sustainable logistics. - Use of information technology, Case Study is a examples of companies that have successfully implemented ecological supply chains such as Unilever, Patagonia and Toyota. By understanding these concepts and practices, you can take steps to organize an ecological supply chain in your company or understand how other companies are doing it to support the environment. Cost savings and market gains were discussed in relation to the advantages and disadvantages of lean management initiatives. There are some contradictory results from the financial performance and lean management. The markets' varying reactions to various categories of lean inventiveness are the subject of this type of research. Applying lean inventiveness could get rid of or minimize hidden waste and ineffective processes, claims Vanichchinchai (2019). They emphasize how their program and other related programs have similarities and overlaps. Lean manufacturing practices Haiyun et al. (2021), helps combat global warming by reducing production externalities such as pollution. A number of studies and research findings have shown that lean operations and transportation are successful in reducing pollution and increasing efficiency. Limiting excess emissions of carbon dioxide is the most important environmental issue, and lean practices have made this possible by using more resources in less time. In 2021, Bhatia and Gangwani introduced the concept of measuring and evaluating business development or progress to implement lean. In this evaluation and case study, five different organizations were considered, which were combined through a conceptual framework and validation. This demonstration showed that the actions taken for a demonstration are appropriate. Relationship between process and equipment for sustainable operation Some agents want to create a production process workflow that is both reliable and efficient. These are the tools and procedures that promise improvement; machine control, cycle time reduction, availability and "error-proof" tools are some examples (Mathiyazhagan et al., 2021). Defects and waste occur as a result of improper and over-processing. Excessive processing and incorrect processing of machines leads to high-risk materials, increased water consumption and energy loss. According to Tripathi et al. (2021), the evidence and devices mentioned above are more effective because they are designed to improve the environment, can detect leaks and leaks, and reduce energy consumption and failures by reducing pollution. The application of processes

and equipment has brought many advantages (Chavez et al., 2020) One advantage is that no energy or water is used. They also have a better impact on the company's operations, which improves the business environment and helps create a healthy environment. H1: Process and equipment efficiency has a significant effect on long-term performance. The relationship between long-term performance and planning and management Planning strategies are combined with lean production planning and control practices to meet market demand. Several factors contribute to productivity growth (Nagaraj and Jeyapaul, 2020). Three major sources of waste—schedule, labor usage, and initial material cost—are important to lean design and management. Effective schedules should be the focus because they yield favorable results. Setting a small lot size along with eliminating imbalances in the production line ensures a smoother production flow (Iqbal et al., 2020). Using lean and control methods without affecting delivery times reduces storage and minimizes waste from overproduction. These methods also help to reduce the use of components and materials in the production process. Additionally, as Jermsittiparsert et al. (2020), draft promotion minimizes the waste of damaged products, accelerates work processes and optimizes available floor space. This is consistent with the previous statement that the application of these approaches can reduce process waste and errors of design and inspection procedures. Therefore, we propose the following hypothesis: H2: Planning and control significantly affect long-term performance. The relationship between long-term performance and HR practices Effective implementation of HR practices leads to the development of human capital and the creation of a favorable work environment (Rathore et al., 2020). Lean goals include employee empowerment, involvement, self-directed work teams, independent problem solving, problem solving teams, and structured training programs. These elements form the basis for quality improvement initiatives that arise from the implementation of lean production. is human resources. Human resources have a major impact on pollution and waste depletion, as shown by Kumar et al. (2020). Well-trained and disciplined workers can effectively cut waste and increase resource efficiency. One way to improve an organization's financial performance is to give employees the freedom to cut waste and pollution, but this can only be accomplished through the use of HR. This implies the theory that follows. H3: HR Practices Significantly Influence Sustainable Performance. The Connection Between Long-Term Performance and Product Design Lean manufacturing incorporates various product design approaches, such as multifunctional pattern teams, design for production, product modularization, and high-value component selection (Jamil et al., 2021a). These product design strategies primarily aim to reduce material consumption and facilitate easy product maintenance, resulting in a seamless and efficient manufacturing process and optimal resource utilization for businesses (Sahu et al., 2020). Additionally, this product design contributes to reducing. The Mediating Role of Green Supply Chain Management Lean production and more efficient methods have led to a significant reduction in emissions during both production and transportation. Carbon dioxide, a greenhouse gas with global implications and climate change consequences, is a major concern. Reducing carbon dioxide emissions is a strategy to combat pollution and global warming (Jamil et al., 2021b). Lean manufacturing, by reducing waste and accelerating

cycle times while optimizing available resources, can play a role in pollution reduction. Sarfraz et al. (2021) proposed an assessment system to measure the effectiveness of supply chain implementation in businesses. To validate the conceptual framework, multiple case studies from five distinct manufacturing companies were examined.

CONCLUSION Global production and supply chain management is, in general, a crucial strategy in today's business environment. Companies can use labor, resources, and international markets to their advantage through global production, which lowers costs and improves quality. In contrast, global supply chain management aims to improve efficiency, responsiveness, and customer satisfaction by carefully coordinating the movement of products, information, and services across international borders.Businesses can increase customer satisfaction, cut costs, shorten response times, and optimize added value by combining global production with efficient supply chain management. But there are drawbacks as well, including complexity, risk, and reliance on outside variables. A solid understanding of global production and global supply chain management is critical to business success in an increasingly connected and dynamic world. This enables businesses to compete effectively in a changing global environment while maintaining operational resilience and sustainability. In an increasingly connected business world, global production and supply chain management is a critical approach. Companies can use labor and resources from other nations to achieve cost savings and higher quality through global production. Contrarily, supply chain management entails organizing, carrying out, and managing the movement of products, data, and services from suppliers to clients. Companies can compete in global markets in a more efficient, responsive, and customeroriented manner by combining global production and global supply chain management. This necessitates meticulous coordination in the management of complex supply chains involving numerous stakeholders from around the world. Strong understanding and practice in these two fields are critical to the success of businesses that want to compete in the global market in the age of globalization.

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BOOK CHAPTER EFFECTIVE GLOBAL MARKETING STRATEGIES: LEVERAGING BUSINESS ANALYTICS FOR INTERNATIONAL BUSINESS SUCCESS Lecturer: Dr. Eko Handayanto, Drs.,M.M. Arranged by : 1. Muhammad Aulia Muzzakir (202110160311233) 2. Ramadhani Achsani Makarim (202110160311247) 3. Muhammad Rizal Fakhry (202110160311254) MANAGEMENT STUDY PROGRAM FACULTY OF ECONOMICS AND BUSINESS UNIVERSITY OF MUHAMMADIYAH MALANG 2023

ABSTRACT The current global market demands a sophisticated and data-driven approach to effective marketing strategies. This underscores the importance of business analytics in assisting companies to adapt, target, and excel internationally. With abundant data access, product customization, distribution, advertising, and pricing become more precise and accurate, helping companies navigate diverse global markets in a culturally relevant manner. Globalization has influenced product development, resulting in more standardized, innovative, and environmentally friendly products. In this connected world, the roles of business analysts and international market research are crucial in guiding data-driven decisions. They play a central role in tailoring product attributes, distribution strategies, promotions, and pricing strategies across different countries. Adapting the global marketing mix requires a balance between global consistency and local relevance, becoming essential in achieving success in the ever-changing global market. Keywords: Global marketing strategies, Business analytics, International market research, Marketing mix customization INTRODUCTION In the dynamic realm of international business, the quest for effective global marketing strategies has transformed into a blend of art and science (Guru et al., 2023). Thriving on the global stage demands a precise understanding of intricate cultural, economic, and competitive landscapes (Williams-Sanchez, 2021). The pivotal factor driving success in this international context is the strategic application of business analytics. This introduction serves as a prelude to our exploration of how harnessing the capabilities of business analytics can propel businesses towards international triumph, enabling them to adapt, target, and excel in the global arena (Ku, 2014; Varma & Director, 2022). The world has observed a significant shift in the approach companies take to global marketing (Husen & Chowdhury, 2023). Uniform strategies are no longer effective. Presently, organizations must adopt a more sophisticated, data-driven approach to comprehend and engage with diverse global markets (Phillips-Wren et al., 2021). Business analytics, equipped with advanced tools and algorithms, empowers companies to decode complex market dynamics, consumer behaviors, and emerging trends (Khan et al., 2022). As we venture into the domain of global marketing strategies, this introduction

emphasizes the indispensable role of business analytics in aiding businesses to decipher the intricacies of international markets (Zschech, 2023). Moreover, the digital era has ushered in an age of unparalleled data accessibility. The abundance of information presents both prospects and challenges (Wu et al., 2021). By strategically leveraging the insights derived from data analysis, businesses can customize their global marketing endeavors with an unprecedented level of accuracy (Ali, 2023). It is within this context that this exploration aims to spotlight the methods through which business analytics can be utilized as a potent instrument for achieving success in international business (Suhairi et al., 2023). In the following sections, we will delve deeper into the strategies and approaches that make effective use of business analytics to navigate the intricate and ever-evolving global marketplace (Zhou et al., 2022). LITERATURE REVIEW AND DISCUSSION Effective global marketing strategies have evolved significantly in response to the complexities of the international business landscape (Teguh Setiawan Wibowo & Dwi Bhakti Iriantini, 2022). The integration of business analytics has become a pivotal driver of success, as it empowers companies to make data-informed decisions, adapt to diverse markets, and ultimately achieve global business success (Rathipriya et al., 2023). A review of relevant literature highlights the growing consensus that leveraging business analytics is essential for businesses seeking to thrive in the international arena. One prominent theme in the literature emphasizes the critical role of business analytics in understanding global market dynamics. (Kristoffersen et al., 2021; Singh, 2022) underscore the necessity of data-driven insights to comprehend market intricacies and consumer behaviors in different regions. By collecting and analyzing vast sets of data, businesses can unveil valuable trends, preferences, and emerging opportunities within international markets. As a result, these insights allow companies to tailor their marketing strategies to be more culturally and geographically relevant, gaining a competitive edge in the global marketplace (Singh, 2022).

Furthermore, the literature underscores the transformative impact of business analytics on market segmentation and targeting. Traditionally, companies employed broad, one-size-fits-all marketing approaches for their international ventures. However, as (Kannan et al., 2021)argue, the era of precision marketing has arrived, facilitated by business analytics. By segmenting global markets based on demographic, psychographic, and behavioral data, businesses can create highly targeted and personalized campaigns (Madhani, 2023). This not only improves the effectiveness of their marketing efforts but also enhances the overall customer experience, which is crucial for establishing a global foothold and ensuring international business success (Gao & Sarwar, 2022). A third critical dimension explored in the literature is the role of business analytics in optimizing marketing campaigns (Dr Girisha H et al., 2023). The research of Smith and Anderson (2020) highlights that analytics tools enable businesses to assess the performance of their marketing initiatives in real time. This dynamic feedback loop allows for continuous improvement and refinement of strategies (Xu et al., 2021). Additionally, the predictive capabilities of business analytics assist in forecasting future market trends and consumer demands, enabling proactive adjustments to marketing plans. By optimizing marketing campaigns through data-driven insights, companies can make more informed decisions that drive international business success and long-term growth (Ciampi et al., 2021; Rydell, 2022). Understand the importance of business analyst and international market research. Recognizing the significance of business analysis and international market research holds immense importance in the context of global business operations (Valaskova et al., 2022). To begin, business analysts play a pivotal role in bridging the gap between raw data and informed decision-making. Their responsibility lies in deciphering intricate datasets and converting them into practical insights (Ciccullo et al., 2022). In the context of international business, this role gains heightened significance, as it facilitates companies in navigating the complexities of diverse markets, encompassing distinct cultural preferences and regulatory frameworks (Oberdorf et al., 2021). Business analysts excel in identifying both opportunities and risks, streamlining processes, and ensuring that global strategies are firmly rooted in data-driven precision(Bharadiya &

Bharadiya, 2023). They serve as the linchpin connecting a company's overarching goals to the practical steps required to realize them, guaranteeing that resources are allocated efficiently and international endeavors are embarked upon with a well-grounded comprehension of the global market dynamics (Chaudhary & Alam, 2022a; Yi et al., 2021). Concurrently, international market research serves as the bedrock upon which wellinformed business decisions are erected. It operates as the guiding beacon steering companies through the uncharted territories of global markets (Soni et al., 2021). By conducting thorough research, organizations can gain profound insights into factors such as market size, demand patterns, competitive environments, and consumer behaviors unique to each targeted region (Bashan & Ben Jacob, 2021). This knowledge equips companies to adapt their products or services, marketing approaches, and distribution channels in harmony with the distinctive features of international markets (Ghaffar & Zharova, 2022). International market research transcends surface-level understanding; it delves deep into the underlying cultural, economic, and societal elements that influence consumer choices. In doing so, it assists companies in averting costly mistakes, optimizing opportunities, and ultimately attaining success in the expansive global marketplace (Indrajit et al., 2021). Explain why it might make sense to vary the attributes of a product from county to county. Varying the attributes of a product from country to country can be a strategic approach that makes sense due to the distinct cultural, economic, and regulatory differences that exist across international markets (Phabao et al., 2023). Consumer preferences, needs, and purchasing behaviors can vary significantly from one country to another (Cheng et al., 2022). Adapting a product's attributes, such as its design, features, or packaging, allows a company to better align with the local market's unique requirements and cultural sensitivities. Moreover, variations may be necessary to comply with different regulations, standards, and safety requirements in each country (Darshan & Gurusamy, 2022). This flexibility in product attributes ensures that a company's offerings are not only more appealing to consumers but also meet the legal and regulatory

conditions, contributing to enhanced market acceptance and overall success in diverse global markets (Kearney et al., 2021). Recognize why and how a firm's distribution strategy might vary among countries. Understanding the reasons and methods behind the divergence in a firm's distribution strategy among countries is crucial, and this divergence can be attributed to several market-specific factors (Ghosal et al., 2021). These differences arise from disparities in consumer preferences, behaviors, and purchasing patterns, necessitating adjustments in distribution channels and methodologies (Phillips et al., 2021). Additionally, variances in infrastructure, geography, and logistical capabilities across nations influence the firm's choice of distribution strategy. Compliance with local regulations and trade restrictions also plays a pivotal role, often demanding the adoption of specific distribution approaches (Mulunda et al., 2021). Economic elements, such as income levels, market maturity, and competitive landscapes, further impact the firm's distribution strategy by influencing pricing, channel selection, and market positioning (Sihare, 2022). Hence, recognizing these distinctions and tailoring the distribution strategy accordingly is essential for the firm to effectively penetrate diverse markets, optimize operational efficiency, and achieve success across various countries (van Oosterhout et al., 2023). Identify why and how advertising and promotional strategies might vary among countries. The divergence in advertising and promotional strategies among countries is primarily driven by the need to adapt to distinct cultural, social, and economic contexts in each market (Zakaria et al., 2021). These variations stem from differences in consumer preferences, values, and lifestyles, necessitating modifications in advertising content to resonate with the local audience. Furthermore, disparities in media availability, consumption patterns, and advertising regulations mandate the customization of strategies (Shen, 2021). Economic factors, such as varying income levels and market maturity, can influence budget allocation for advertising and the mix of promotional activities (Gamit et al., 2021). Additionally, language differences and communication styles call for translation and localization of advertising materials (Al-Ababneh, 2021). Recognizing

these distinctions and making the necessary adjustments to advertising and promotional strategies is vital for establishing effective connections with consumers, ensuring brand relevance, and achieving marketing success across a range of countries (Ebikade et al., 2021). Explain why and how a firm's pricing strategy might vary among countries. A firm's pricing strategy's divergence across countries is rooted in numerous factors inherent to each specific market (Korucuk et al., 2023). The primary catalyst for these disparities is the variations in consumer buying power, local economic circumstances, and competitive conditions. In markets characterized by higher income levels and robust purchasing capability, firms may choose premium pricing strategies to capture value and uphold a premium brand image (de Silva, 2023). Conversely, in markets with lower income levels, companies might employ price-sensitive pricing to enhance product accessibility. Furthermore, local traditions, consumer sensitivity to price changes, and regulatory requirements can necessitate adjustments in pricing approaches (Mishina & Pace, 2021). Currency fluctuations and risks associated with exchange rates additionally impact pricing strategies to maintain profitability (Park et al., 2022). In essence, recognizing these diverse market dynamics and tailoring pricing strategies accordingly is imperative for a firm to effectively compete, maximize revenue, and prosper across a range of countries (Maurencia et al., 2021). Understand how to configure the marketing mix globally. Customizing the marketing mix for global markets is a multifaceted process involving the adjustment of the traditional "4Ps" (Product, Price, Place, Promotion) to suit the distinctive needs and characteristics of different international markets (Zhang & Spieler, 2022). To begin, the product aspect necessitates modifying products or services to conform with local preferences, regulatory requirements, and cultural distinctions (Alsaeedi et al., 2021). This could involve altering product features, packaging, or branding to cater to the specific demands and expectations of consumers in various markets(Ahuja, 2021). Secondly, pricing strategies need to be attuned to economic conditions, consumer buying power, and the competitive landscape in each target market.

Pricing flexibility is essential, and businesses may employ various strategies such as penetration pricing or skimming pricing, depending on market-specific considerations (Nazhath Nafizza et al., 2023). The "place" element encompasses distribution channels and logistics, with companies needing to select distribution channels and partners that are most suitable for the infrastructure and consumer accessibility of each market (Susha et al., 2023). This might entail utilizing different distribution methods, ranging from traditional retail to ecommerce, based on the unique conditions in each market (Zhai et al., 2023). Lastly, promotional efforts within the global marketing mix should be adjusted to resonate with local cultural norms and communication styles. This adjustment involves tailoring advertising messages, marketing campaigns, and sales promotions to align with the values and preferences of the target audience in each market(Bettin, 2023). Ultimately, configuring the marketing mix globally involves striking a balance between global consistency and local relevance, recognizing the nuances of each market while preserving the core brand identity and overarching objectives of the company (Marjanovic, 2022). Describe how globalization is affecting product development. Globalization has brought about significant changes in product development (Yadav & Nisha, 2022). First, it has broadened the scope of markets, compelling businesses to design products with wider applicability and versatility (Mikalef et al., 2021). To cater to a global customer base, companies are often creating products that transcend cultural boundaries and address universal needs. This has given rise to more standardized and universally accepted products (Chaudhary & Alam, 2022b). Moreover, globalization has facilitated the exchange of knowledge, technologies, and best practices across borders (Dhouchak & Kumar, 2022). Product development teams can now tap into a global reservoir of expertise, collaborate with experts from various countries, and leverage advancements in technology and materials worldwide. This not only speeds up the product development process but also encourages innovation, enabling companies to maintain competitiveness on the global stage (Daneshvar Kakhki & Shrivastava, 2023).

Furthermore, globalization has heightened market competition, urging businesses to innovate and distinguish their products (Yee et al., 2022). As companies extend their international footprint, they encounter varied consumer demands and local market prerequisites (Mathrani & Lai, 2021). To succeed, firms must engage in adaptive product development, customizing their offerings to meet the specific needs of each market. This results in a greater diversity of products and adaptations to accommodate local preferences and comply with regional regulations (Roth & Matherne, 2023). Additionally, globalization has spurred an increased focus on sustainability and environmental responsibility. With environmental concerns becoming more universally recognized, companies are developing eco-friendly products to meet global expectations and adhere to international standards (Ng et al., 2023). In essence, globalization has reshaped product development by encouraging both standardization and customization, while emphasizing innovation and sustainability as essential elements of competitiveness in a globalized world(Cano-Marin et al., 2023). CONCLUSION In summary, the effective implementation of global marketing strategies, enriched by the integration of advanced business analytics, is an essential requirement for achieving success in the multifaceted realm of international business. Throughout this exploration, we have unveiled the profound impact of business analytics in unraveling the intricacies of global market dynamics, honing market segmentation and targeting, and enhancing the efficiency of marketing campaigns. These strategies, informed by datadriven insights, empower businesses to adjust to the unique cultural, economic, and competitive dimensions found within diverse international markets. In an era marked by the ever-growing availability of extensive data resources, the significance of analytics in crafting adaptive and precise global marketing strategies cannot be overstated. With the prowess of business analytics at their disposal, companies can confidently navigate the dynamic global marketplace, capitalizing on the advantages offered by real-time insights, predictive analytics, and personalized marketing to attain a competitive edge and realize international success.

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BOOK CHAPTERS BISNIS INTERNASIONAL Global Human Resource Management Lecturer : Dr. Eko Handayanto, Drs. M. M Compiled By : 1. Indah Dwi Cahya Permata (202110160311267) 2. Ely Dwi Lukireza (202110160311270) MANAGEMENT STUDY PROGRAM FACULTY OF ECONOMIC AND BUSINESS UNIVERSITY OF MUHAMMADIYAH MALANG 2023

ABTRACT Various aspects related to human resource management in the context of a global workforce, the evolution of HR strategy, and the impact of the macro environment greatly influence the progress of a company. Strategic HR management is the key to building a successful workforce in a global environment. The human resource development function is very important in identifying the quantity and quality of human resources needed by the company. Global HR management must accommodate diverse cultures, ensure efficient training, and foster a corporate culture that values diversity. In addition, the evolution of human resource management strategies depicts a change from traditional management to strategic integration with the company's vision and mission. The evolution of HR strategy includes a change from reactive administrative management to strategic management that is integrated with business objectives. Technological innovation, including artificial intelligence, plays an important role in more efficient and adaptive HR management. The development of this HR strategy also reflects a paradigm shift from viewing HR as an administrative department to becoming a strategic partner for organizational leaders, who understand the importance of human assets in achieving competitive advantage and long-term company success. Macro environmental impacts, such as international regulations, global politics, immigration policies, economic conditions, technology, social and cultural issues, sustainability, and demographic changes, have a significant influence on global human resource management. Changes in the demographic characteristics of the global workforce also need to be taken into account in human resource planning.

INTRODUCTION Developing a global workforce is an important process in the context of globalization and international business development (Bris et al., 2021). The process involves preparing and improving the skills and capabilities of individuals, groups and organizations so they can operate and compete effectively in an increasingly integrated global market (Daljeet Kaur lal, 2021). A global workforce is an invaluable asset for companies looking to grow and compete internationally (Daljeet Kaur lal, 2021). Globalization has changed the outlook for international business, with companies able to access global markets more easily than before (Alkhatnai & Shawyun, 2022). In this context, companies need a workforce that can adapt to various cultures, languages and business rules (Pinheiro et al., 2019). This indicates that members of a company's workforce need to have the skills to interact with individuals who come from diverse cultural backgrounds (Krasnokutska & Kryshtalieva, 2021). They must be able to understand and respect language differences and behavioral norms, and also comply with business regulations that apply in various countries (Amalia Yunia Rahmawati, 2020). Developing a global workforce requires understanding and respecting cultural diversity (Hung et al., 2022). This refers to companies' efforts to prepare and improve their employees to be able to work in a global work environment (Kyere & Fukui, 2023). Covers the development of skills, knowledge, and understanding necessary to operate successfully in global markets (Bris et al., 2021). Differences in values, norms, ethics, and behavior can be a challenge to overcome in a global work environment (McHunu et al., 2019). Companies need to invest in training and developing the skills of their employees to be able to cope with the demands of a global work environment (- & -, 2023). This includes developing language skills, international business understanding, cross-cultural leadership, and effective communication skills (Jotabá et al., 2022). Employees need to understand international business dynamics, such as differences in regulations, markets and business habits in

different countries (Bris et al., 2021). This understanding helps in making informed decisions in a global context (Tenai & Wambua, 2021). For individuals who wish to pursue a global career, it is important to plan and develop a clear international career path (“THE RIGHT OF ELDERLY PEOPLE TO HEALTH – THE CHALLENGES OF TODAY,” 2020). This includes understanding the opportunities and challenges of a career in various global markets (Bris et al., 2021). In this case, it is also important for the company's progress in the global realm (Bris et al., 2021) Developing a global workforce also includes building strong relationships with international business partners, whether they are customers, suppliers or other affiliates (Hung et al., 2022). Cross-cultural diplomacy and negotiation skills are essential in this context. Because the company's progress is also driven by external parties (Daljeet Kaur lal, 2021). Developing a global workforce is a complex process and requires sound strategy, commitment and support from various levels of the organization (Hung et al., 2022). Companies that succeed in developing a global workforce can gain a competitive advantage in increasingly complex global markets and intense competitive (Digitalisasi, n.d.)

LITERATURE REVIEW & DISCUSSION Developing a Global Workforce Strategic human resource management is the foundation for building a successful workforce, including recruitment, retention and employee management in companies (Al-Khaled & Fenn, 2020) . Managers need to create standards in employee recruitment covering several aspects that must be qualified by prospective employees to meet company requirements, including : training and skills development, understanding the global market, adapting to the environment, cultural understanding, and employee mobility (Zaffina & Moscato, 2019). Over the past few decades, globalization has had a profound impact on the economy, the environment, and society (Li et al., 2023) . It has significantly transformed our way of life (Yoon et al., 2018), resulting in enhanced communication, quicker access to technology, and increased innovation (Milloy et al., 2022). The process of globalization involves assimilating the beneficial aspects of one culture into another, breaking down language and communication barriers, and fostering trade and collaboration between disparate domains (Kyere & Fukui, 2023). This, in turn, paves the way for international trade and business with a focus on profit (Digitalisasi, n.d.). Despite its advantages, globalization also carries negative consequences for the environment (Sukmo Hadi Nugroho, 2022). Globalization in practice is the ability of organizations and individuals to be able to carry out almost all types of economic transactions across national borders thanks to the single transnational market formed by globalization, which is based on the principles of free trade and supported by a dynamic flow of information exchange (Hussain, nd ) . Globalization encourages individuals to always be prepared to face changes and competition that occur on a global scale (Tenai & Wambua, 2021). Companies need to manage their workforce so that they have a global culture and strong social skills in order to compete in the international arena (Amalia Yunia Rahmawati, 2020). In developing a global workforce there is a human resource development function (Kyere & Fukui, 2023). Human resource development plays a role in obtaining human resources that suit the company's needs, both in terms of quality

and quantity (Pinheiro et al., 2019). Companies need to identify the skills required from their employees and the number of employees required (Milloy et al., 2022). Decision-making in high-risk environments often grapples with uncertainty and vagueness, leading to the need to balance conflicting objectives, as discussed by (Digitalisasi, n.d.). Social awareness, entails the capacity to comprehend and effectively manage individual and group responsibilities (Herbut et al., 2021). Taking into account the designated roles and setting criteria for addressing specific issues is crucial (Muhani, 2023). Leaders have the opportunity to engage various team members based on their strengths and their scope of responsibilities (Tu, 2023). Assessing strategies to tackle specific challenges is essential (Fernández et al., 2020). Leaders can also involve different team members based on their strengths and the nature of the tasks (Kovalyov & Ataeva, 2021). It is imperative to consider alternative roles and establish criteria to ensure the appropriate team member is assigned to handle a given task (Axtell et al., 2022). Global workforce refers to workers or employees who work for a company or organization in various countries around the world (Zaffina & Moscato, 2019). This phenomenon is closely related to economic globalization, which has allowed companies to expand their operations into international markets (Qureshi et al., 2021). The global workforce consists of individuals who may have different cultural backgrounds, languages, and skills (Apriantoro et al., 2022). Companies need to prepare to manage global employees cohesively by keeping all employees under one digital roof with one HR platform and connecting with employees in new markets so they feel part of the team before launch (Milloy et al., 2022). In this case, it is also important to have links with other companies to be able to continue to develop and to collaborate with each other (Sukmo Hadi Nugroho, 2022). Companies that employ a global workforce often have offices or production facilities in different countries or regions, or they may work with teams located in several regions spread across the world (Ivanović et al., 2022). A global workforce can work physically at office locations, factories, company branches in other countries, or they can work remotely using modern communications technology such as video conferencing and online collaboration tools (Hamid et al., 2019). Global workforce management involves special challenges, including cultural

differences, different employment regulations in each country, and coordination of geographically dispersed teams (Suwandi, 2022). Effective management of a global workforce requires a deep understanding of cultural differences, crosscultural communication skills, and policies that support collaborative work in a complex global environment (Milloy et al., 2022) One of the most significant effects is rooted in the organizational or company culture (Qureshi et al., 2021). This culture is cultivated and transmitted from incumbent staff to newcomers, representing a shared comprehension of the values, assumptions, norms, and expected behaviors within an organization or company (Lazarova et al., 2023). Employee or workforce development is the main goal of the organization. Investing in employee development is associated with increased productivity. So, an organization must develop strategies to ensure personnel progress through training (Axtell et al., 2022). Technological evolution represented by robots, artificial intelligence, remote storage, and remote information processing is also having a strong impact on organizations (Digitalisasi, n.d.). As artificial intelligence continues to advance, machines will progressively acquire the ability to assess situations, enabling them to handle unforeseen circumstances and adjust to their surroundings and uncertainties. This represents a move toward autonomy, although it should be noted that they must still operate under supervision. (“IMPACT OF THE EIGHTEENTH CONSTITUTIONAL AMENDMENT ON PROVINCIAL AUTONOMY IN PAKISTAN,” 2021). In short, developing a global workforce requires companies to set clear goals, understand cultural differences, consider employment regulations, prepare to manage global employees in an integrated manner, accommodate diverse employee needs, ensure efficient and consistent levels of training, foster a strong corporate culture who appreciates values. diversity and inclusion, developing talent management programs, expecting changes in problems and patterns, and being flexible and respecting diversity (Fernández et al., 2020).

Evolution of HR Strategy The HR Strategy Evolution Theory emphasizes that the Human Resources (HR) development strategy in an organization must continue to develop in line with changes in the business environment and market demands (Suklum & Ozturk, 2022). In this context, HR includes aspects of employees, skills, knowledge and individual expertise within the organization (Kyere & Fukui, 2023). In the early stages of the evolution of Human Resources (HR) strategy, Traditional Personnel Management, organizations tended to focus on administrative aspects and compliance with labor regulations (Mabai & Hove, 2020). The main focus at that time was on administrative tasks such as managing salaries, recording employee data, and ensuring that the organization complied with applicable labor regulations (Alkhatnai & Shawyun, 2022). At this stage, organizations are reactive to change and often do not have a proactive strategy for managing HR (Syakarna et al., 2021). The HR function operates separately from main business strategy, and HR-related decision making tends to be hierarchical, with policies set from the top down (Milloy et al., 2022). Additionally, at this stage, employee development and performance appraisal are rarely the focus (Muhani, 2023). Formal training and skills development was in short supply, and company culture and employee satisfaction were not top priorities (Müller & Wöhler, 2023). This stage is often considered a primitive step in HR management (Kyere & Fukui, 2023) The Development Stage in the evolution of Human Resources (HR) strategy characterizes a paradigm shift from traditional, administrative management towards a more strategic and planned approach to managing human resources (Muhani, 2023). At this stage, organizations begin to recognize the important role of HR in achieving long-term business goals and implement more proactive measures (Sukmo Hadi Nugroho, 2022) At this stage, attention is paid to employee development through training and skills development programs, as well as formal education (“Teacher Training and Skill Enhancement in India Using Innovative Techniques,” 2020) Recruitment of a quality workforce and employee motivation are the focus, with

the introduction of incentives to improve performance (Syakarna et al., 2021). A formal performance appraisal system was introduced, enabling the organization to assess employee achievements and identify potential and areas of development (Milloy et al., 2022). The Development Stage reflects a substantial change in the way organizations view Human Resources, which are now considered strategic assets capable of providing competitive advantage (Kim et al., 2021). Organizations at this stage focus more on employee development, increasing productivity, and strategic integration with the organization's overall vision and mission (Alkhatnai & Shawyun, 2022) The Transformation Stage in the development of Human Resources (HR) strategy marks a deep and strategic change in the HR management approach (Muhani, 2023). At this stage, HR is fully integrated with the organization's core goals and strategies (Kyere & Fukui, 2023). HR policies are designed to support the company's vision and mission, ensuring that human resource management supports the achievement of long-term business goals (Arner et al., 2020). Building a positive company culture and increasing employee satisfaction is an important focus (Bris et al., 2021). An inclusive and collaborative approach is strengthened to drive effective teamwork and employee satisfaction, ensuring that employees feel valued and recognized (Wongsinhirun et al., 2023). At this stage, HR does not only act as an administrative department, but becomes a strategic partner for organizational leaders (Syakarna et al., 2021). HR decision making is based on in-depth data analysis and understanding of industry trends, helping organizations face market challenges and opportunities more effectively (Wongsinhirun et al., 2023). This stage reflects the organization's maturity in managing human assets efficiently and strategically (Mabai & Hove, 2020) The Innovation Stage in the evolution of Human Resources (HR) strategy involves the application of advanced technologies and innovative solutions to improve HR management (Hlushko & Hyrenko, 2022). Organizations at this stage utilize high technology-based HR management systems, including HRIS, big data, analytics and artificial intelligence (AI) (Wongsinhirun et al., 2023). This

technology is used to manage employee data, analyze performance, provide technology-based training, and provide self-service portals to employees (Margherita & Bua, 2021). In addition, organizations use artificial intelligence to automate routine HR tasks, such as the initial selection process in recruitment and schedule management (Galeotti, 2020). This approach allows organizations to respond to market dynamics quickly and intelligently (Sertkaya, 2022). The use of this technology also creates a better user experience through an intuitive and user-friendly interface (Kyere & Fukui, 2023). At the innovation stage, organizations not only adopt the latest technology, but also extract deep insights from data to make strategic decisions related to HR (Alkhatnai & Shawyun, 2022). Thus, this stage reflects the organization's commitment to improving efficiency, productivity and employee experience through advanced technology and data analytics (Tenai & Wambua, 2021). The Collaboration Stage in the evolution of Human Resources (HR) strategy emphasizes close collaboration with external and internal parties to improve HR management. At this stage, organizations partner with educational institutions, non-profit organizations, suppliers, customers, and local communities (Syakarna et al., 2021. This collaboration involves training programs, information exchange, product development, as well as social and environmental projects (Yoon et al., 2018). Through collaboration with external partners, the organization provides training and education to employees, improving their skills according to industry needs (Jotabá et al., 2022). Additionally, collaboration with suppliers and customers helps in improving products or services, while involvement in local communities supports social projects and strengthens relationships with local communities (Fernández et al., 2020). The Collaboration Stage also contributesto the organization's positive brand image and implementation of corporate social responsibility (Wongsinhirun et al., 2023). Through sustainable social and environmental projects, the organization seeksto have a positive impact on its communities and strengthen its connectedness

with external stakeholders (Milloy et al., 2022). Thus, this stage reflects the organization's commitment to playing an active role in its business and social ecosystem, while providing concrete benefits for employees and the surrounding community (Sumardjo & Supriadi, 2023). Macro Environmental Impact The macro environment refers to external elements that are able to influence various aspects of a company's operations, including the management of human resources (HR) (Zhang & Lai, 2022). Companies should not ignore the significance of the macro environment when designing human resource management strategies, policies and practices applicable at the global level (Tu, 2023). The impact that the macro environment has on global human resource management has very significant implications (Nair & Meenakumari, 2021). Some of the consequences of the influence of the macro environment on global human resource management include the following: International laws and regulations, regulations that apply at a global level, such as regulations on international trade, human rights, and environmental protection, can influence a company's human resource management (HRM) policies (Zaffina & Moscato, 2019). This includes international regulations and agreements established by countries and international bodies to protect the global environment and promote sustainability (Bris et al., 2021). Companies need to carefully follow these provisions and ensure that their human resource management practices are in line with international standards (Jotabá et al., 2022). This is important to ensure that their operations are in compliance with global legal requirements and widely accepted ethical values (Tu, 2023). Global politics and security, political instability and security issues in various countries can significantly affect the process of recruiting, retaining and managing human resources (Kyere & Fukui, 2023). In this situation, global companies must be mature and thorough in considering these factors when designing their human resource management strategies and policies (Meghani et al., 2021). This includes monitoring the political situation, having security contingency plans, and following applicable international rules and regulations (Bris et al., 2021). These efforts can help companies mitigate risks and maintain

stable business operations amidst global political turmoil (Khusnul, 2023). That way, they can respond appropriately to challenges arising from political instability and security issues that have the potential to affect the continuity of their business (Galeotti, 2020). Immigration policies, immigration regulations in various countries influence international labor mobility (Milloy et al., 2022). These impacts include a direct influence on the recruitment process, the company's ability to send employees abroad, and diversity management in the company's work environment (Müller & Wöhler, 2023). In global human resource management, it is important to understand immigration regulations in various countries and adapt to changes in immigration policies (la Roi & Mood, 2023). Companies must ensure that their human resource management (HRM) practices are adapted to immigration regulations, and that they can meet their human resource needs in this everchanging environment (Alkhatnai & Shawyun, 2022). More open immigration policies may allow companies to access a wider range of global talent, while stricter policies may require companies to seek creative solutions to meet their workforce needs (Fernández et al., 2020). Global economic conditions, including changes in global economic fluctuations, have the potential to impact how companies manage compensation, incentives, the availability of flexibility for employees, and benefits for employees in various countries (Kovalyov & Ataeva, 2021). Companies must be able to adapt their compensation strategies to the dynamics of global economic change (Kyere & Fukui, 2023). In an effort to maintain a competitive and sustainable balance in terms of compensation, companies must continuously monitor and respond to changes in the global economic market (Sadeghi et al., 2022). This includes wage resets, workforce reduction policies, as well as recruitment strategies. In an everchanging economic environment, flexibility and adaptation are key to successful global human resource management (Qureshi et al., 2021). Technological developments, especially in terms of remote communication and collaboration, have changed the way companies manage global employees (Hebibi et al., 2019). This impacts how companies recruit, train, and communicate with employees located in different countries (Axtell et al., 2022). The

development of digital communication tools and collaboration software has enabled cross-border teamwork and more efficient management of human resources in a global environment (la Roi & Mood, 2023). In some cases, technology has the potential to harm the environment, wise use and sustainable development of technology can help reduce the macro environmental impact (Corvite et al., 2023). It is important for governments, companies and society to collaborate to ensure that technological developments are directed towards achieving environmental sustainability and minimizing negative impacts (Revfine, 2021). Social and cultural issues refer to factors related to values, norms and social dynamics in society that can influence companies and human resource management globally (Bris et al., 2021). In global human resource management, companies must consider all social and cultural issues in designing their policies and practices (Axtell et al., 2022). This will help create an inclusive work environment, respect cultural diversity, and effectively manage social impacts in a variety of global environments (Wolfgruber & Einwiller, 2023). Therefore, it is very necessary for companies to have an understanding of cultural diversity and respect the differences that exist in a work environment that includes diverse cultures and employee backgrounds (Bris et al., 2021). Environment and sustainability, the pressure to be sustainable is increasingly important in global human resource management (Aziz et al., 2022). With increasing awareness of environmental and sustainability issues, companies need to consider human resource management (HRM) practices that support these goals (la Roi & Mood, 2023). This not only includes internal policies that reduce a company's environmental impact, but also creates a company culture that focuses on sustainability and awareness of environmental impacts (Revfine, 2021). Companies must consider environmental impacts in their human resource management (HRM) practices, such as environmentally friendly transportation policies or waste reduction (Tu, 2023). This, global human resource management (HRM) must be part of a company's efforts to keep our planet sustainable (Müller & Wöhler, 2023)

Changes in the demographic characteristics of the global workforce, such as population aging in some countries, have the potential to influencing human resource planning, pension arrangements and employee welfare policies (Marinette Bahtilla, 2020). The impact of these demographic changes is significantly impacting human resource management on a global scale, forcing companies to plan, adapt and manage their workforce taking into account changes in employee demographic profiles (Khusnul, 2023). Understanding the demographic characteristics of the global workforce well helps companies address the challenges and opportunities that arise as a result of these changes (Jotabá et al., 2022). In facing these macro environmental impacts, global companies must have a human resource management (HRM) strategy that is flexible and able to adapt to environmental changes (Sugeng et al., 2023). They must also ensure that their human resource management (HRM) practices comply with international regulations and norms and promote diversity and sustainability (Khusnul, 2023). That is why, companies need to continuously evaluate and improve their human resource management (HRM) strategies and practices to suit the latest changes at the global level (Khatoon & Mudarbish, 2023). Effective human resource management in a global context will consider all these factors to achieve company goals efficiently (Axtell et al., 2022)

CONCLUSION Various aspects related to human resource management (HR) in the context of a global workforce, the evolution of HR strategy, and the impact of the macro environment greatly influence the progress of a company. Strategic HR management is the key to building a successful workforce in a global environment. Globalization affects companies by opening up new opportunities but also bringing challenges, including changes in culture, regulations, and the environment. Companies must develop recruitment and retention standards that cover various aspects such as training, global market understanding, cultural adaptation, and employee mobility. Globalization has a major impact on various aspects of life, including communication, technology, innovation, international trade and the environment. Even though it brings many benefits, globalization also has a negative impact on the environment. The human resource development function is very important in identifying the quantity and quality of human resources needed by the company. Global HR management must accommodate diverse cultures, ensure efficient training, and foster a corporate culture that values diversity. In high-risk environments, decision-making is shaped by the presence of uncertainty and ambiguity, necessitating the need for social awareness and the careful selection of team members. In addition, the evolution of human resource management strategies depicts a change from traditional management to strategic integration with the company's vision and mission. The evolution of HR strategy includes a change from reactive administrative management to strategic management that is integrated with business objectives. The HR development stage includes a focus on employee development, increasing productivity, strategic integration, and collaboration with external parties. Technological innovation, including artificial intelligence, plays an important role in more efficient and adaptive HR management. The development of this HR strategy also reflects a paradigm shift from viewing HR as an administrative department to becoming a strategic partner for organizational leaders, who understand the importance of human assets in achieving competitive advantage and long-term company success.

Macro environmental impacts, such as international regulations, global politics, immigration policies, economic conditions, technology, social and cultural issues, sustainability, and demographic changes, have a significant influence on global human resource management. Companies must have flexible strategies in complying with international regulations, monitoring political situations, adapting to environmental changes, managing compensation according to economic dynamics, complying with international regulations, and considering sustainability and environmental impacts in their HR practices. Changes in the demographic characteristics of the global workforce also need to be taken into account in human resource planning. In the era of globalization, understanding the impact of the macro environment is very important to maintain the sustainability of company operations and take advantage of emerging opportunities. Therefore, human resource management on a global scale demands flexibility, responsibility to external elements, and awareness of technological progress and sustainability. In the era of globalization, companies must have a deep understanding of the impact of the macro environment to ensure the sustainability of their operations and take advantage of emerging opportunities. Companies' success in managing a global workforce depends on their ability to develop HR strategies that can adapt flexibly, operate efficiently, and align with ongoing global developments.

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