Business Success Factors of multinational companies based on value-added technology: the PLI case.

In the contemporary global business environment, multinational companies (MNCs) face intense competition, necessitating the adoption of innovative strategies to maintain and enhance their market positions. One significant strategy involves leveraging the so-called value-added technology to create competitive advantages. This approach is particularly crucial for MNCs operating in the markets of commodities, where rapid technological advancements and evolving consumer demands present both opportunities and challenges. In today’s dynamic markets, value-added technology not only helps MNCs to differentiate their products and services but also enhances operational efficiency and customer satisfaction. This study focuses on exploring the role of value-added technology in the success of multinational companies, with a particular emphasis on Petronas Lubricants International (PLI), a leading player in the lubricants industry. The primary objective of this study is to identify and analyze the business success factors of multinational companies, particularly those derived from the application of value-added technology. By examining PLI as a case study, the research aims to gain insight into how technological innovations, linked with a value-added service, contribute to the business success. The research questions guiding this study are on what kind of key value-added technologies are utilized by PLI; how they contribute to PLI’s competitive advantage among the competitors in the commodities world; what PLI can obtain from the emerging economies in the developing countries and how it can be obtained; what lesson can be learned and the future perspective based on the collected data. This research will combine secondary data from existing literature with primary data collected through interviews and surveys of key stakeholder within Petronas and of managers of the company itself, belonging to different areas, in order to gather both quantitative and qualitative data about the company’s strategic direction.