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16.7 Establishing and sustaining a transnational advantage
In a globalized economy, being an innovator and low cost producer of products and
services can make the difference between success and failure. But while this is vital, it
is not enough. To sustain a competitive advantage in a transnational industry, such as
banking, computers, communications, and software, a firm must sell to all significant
country markets. Particularly important are markets that contain advanced and
demanding buyers because they stimulate further innovative thinking:
䊏 Mastering sophisticated markets helps management understand the most impor ...