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Reasons for Companies to Go Global by Maryam Fellous Melnyk is a document available to read on EtoBox.

What is Reasons for Companies to Go Global about?

The document discusses international marketing strategies and entry modes for global companies. It outlines four steps in the internationalization process: market assessment, selection, entry strategy, and marketing mix. Companies must decide whether to standardize or adapt their marketing mix for different countries. The optimal strategy is "glocalization" - thinking globally but acting locally through coordination and local flexibility. Common entry modes discussed include mergers/acquisitions, greenfield

Author

Maryam Fellous Melnyk

Language

EN