ts in Europe, then I've simply internationalized, not globalized. Globalization is being present- most likely with manufacturing facilities -in, say, North America, Europe, and the Far East. . . [This distinction is important] because I think it's partly responsible for the reluctance and hesitation that many smaller companies feel when it comes to the issue of global marketing. If they understand that it doesn't have to be so all encompassing- the kind of simultaneously, multinational involvement that the word "global" implies- then they might be more comfortable with the concept (Kern and Keenan 52-53).
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