An examination of the multinational environment and strategies that must be employed by companies wishing to be successful in this environment.
Written in 1995; 1,125 words; 3 sources; $ 39.95
From the Paper:
"A company must do more to define its market in a multi-national marketing environment than to decide to be a multi-national company. Defining its market as domestic on the one hand and foreign on the other is insufficient and ignores the real differences that exist between countries. Within the U.S., a company defines its market both broadly and narrowly, considering first a national perspective and then regional issues when they apply to a product. Similarly, a company needs to have a sense of itself as being in a multi-national marketing environment and also address regional and national issues when they apply. The company needs to account for the changes taking place in the world market environment and to develop a global strategy which entails on the one hand an overall strategy and on the other the flexibility to adapt to the requirements of ..."
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