Like it or not, globalization is a reality
Cultural sensitivity is key to successful market entry
Consumers entering the global economy are learning and
negotiating how to be a part of this process.
MNCs have a moral and social responsibility that should
go beyond profitability when entering new markets.
While MNCs have knowledge of their products they also
have a lot to learn from emerging markets.
Important for MNCs to remember this two-way street to