Chapter 1

Understanding Markets Through International Market Research

International Business: An Introduction

International business is the performance of trade and foreign direct investment activities across national borders. The pace of international business has greatly accelerated in recent years. Companies are increasingly marketing their offerings in foreign countries. Much of this heightened activity is the result of various forces collectively termed “globalization.” Broadly, globalization refers to the growing economic integration and interdependency of countries worldwide. Globalization has coincided with massive growth in international transactions. For example, in 1960 international trade worldwide was modest—about $100 billion per ...

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