This document discusses various strategies for companies looking to enter global markets, including the advantages and risks of internationalization. It covers deciding whether to go abroad based on factors like foreign market opportunities and risks of failing to understand local culture. Methods of entering markets are examined, like indirect exporting, direct exporting, licensing, joint ventures, and direct investment. Considerations for the marketing program include adapting products, communication, prices, and distribution channels to local conditions.
![Competing on a Global Basis ,[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)