At the end of this chapter you should be:
• aware of key drivers of internationalisation in the financial services sector;
• able to understand the factors influencing the choice of internationalisation strategy;
• aware of the marketing implications associated with internationalisation.
Internationalisation is a broad term. It extends beyond basic notions of trade and exporting to encompass all aspects business activity that take place across national borders. Exporting is often thought of as simply the first stage in a process which may extend to the establishment of a fully fledged business presence in an overseas market. Most discussions of ...