International Markets

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Any company that aspires to industry leadership in the 21st century must think in terms of global market leadership.

The forces of globalization are changing the competitive landscape in many industries, offering companies attractive new opportunities but at the same time introducing new competitive threats. Companies in industries where these forces are greatest are under considerable pressure to develop strategies for competing successfully in international markets.

An international market is defined geographically as a market outside the international borders of a company's country of citizenship. Differing market conditions across countries influence a company’s strategy choices in international markets.
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