Global PerspectiveBusinesses today are no longer satisfied with being national companies. Today, expansion into the global market is vital to success in many industries. While at PLU, I took an International Marketing class that taught me the importance of having an accurate global perspective. As American's, we tend to operate using the self-referencing criteria. In other words, we look at everything from our point of view, failing to acknowledge differences that exist across boarders. To be successful when operating internationally, businesses must refrain from using this self-referencing criteria; making the necessary accommodations for each individual country and culture in which we wish to operate. We must be able to work professionally with individuals and groups from a wide range of ethnicities, cultures, and backgrounds.During International Marketing, we analyzed several cases dealing with these issues. We were also given a group project, with every group having at least one member who was from another country. Below are links to two cases and the final paper for the group project: |
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