munications have made it possible for remote locations to be in touch with the rest of the world. As a result, international marketing opportunities have greatly expanded during the past half-century, and many countries, including the United States, have sought to take advantage of the new opportunities. The result is that companies such as Coca-Cola and Philip Morris have made their presence felt throughout the world, bringing American culture and management techniques to other countries, but also encountering increased diversity as managers try to reconcile vastly different skill levels and attitudes toward business with their American backgrounds.
The increase in marketing activities also means that competition is no longer local. For example, American companies compete with German companies to sell automobiles in Latin America. Using comparative management techniques, managers can assess the relative advantages (and disadvantages) of the competition and devise strategies which can be effective against the competition. Political relations betwe
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