Future competition in a cross-cultural environment

Rita Martenson

European Management Journal, 1986, vol. 4, issue 3, 171-175

Abstract: Large trade deficits, domestic markets invaded by efficient global competitors are problems that plague many nations today. Individual marketers might find that risks are higher and success might be more difficult to find. Increasingly sophisticated buyers might call for increased segmentation. Sooner than expected, the size of the world-market might be a "must" for profitability. This paper discusses these issues and suggests an analytical model for an initial evaluation of the opportunities and threats from going multinational. Finally, it is argued that even if most companies will never become global firms it is nevertheless essential for them to be aware of the forces behind globalization.

Date: 1986
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