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Advances in communications and information systems technology have shrivel distances, linking markets through flows of information, images and ideas across markets. These trends facilitate the management of operations on a global scale and accelerate the need to deal effectively with global competition. As a result, firms need to acclimatise and reorganise strategies to respond to these globalizing forces, charting direction for future growth, realigning operations in the light of emerging market and competitor dynamics.
In the past, research relating to international marketing has tended to focus on initial market entry decisions and the need for adaptation of various elements of the marketing mix to differing market conditions (Jain 1989)...
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