ABSTRACT Most of the firms are eyeing at the global marketplace to improve their competitiveness. Considerable controversy has risen in recent years, concerning the most appropriate strategy in international markets. Deciding how to deal with the globalization of markets, poses tough issues and choices for managers and their firms. They must consider both - external environmental forces and internal organizational factors, before they arrive at an international marketing strategy. The growing integration of international markets …showed first 75 words of 1239 total…

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