International marketing is the process of bringing goods and services to markets outside of the country where such goods and services are produced, or where the company is located. This sometimes convoluted process is possible through innovations in technology and communication which have occurred during this century and which make it possible for labor and technology to stretch beyond a single border. International companies compete for labor and other resources on a global scale, not merely a local basis, and are also dependent on the global economy to provide them with their market opportunities. These companies must be able to deal with the various government regulations and policies that may well be in conflict with one another, and must also be willing to demonstrate an ability to overcome challenges such as fluctuations in currency valuation. The reasons that companies participate in internationalization is that they believe that global markets offer greater economic benefit. This research considers the economic factors which motivate companies to internationalize.
When considering international marketing, companies must take into account their own internal structure, the role of the governments of the countries considered, and the way in which the company would operate in the foreign nation (whether directly, as part of a joint venture, or through some licensing effort). Political situations must be considered, and the labor situation in the foreign country (as well as in the domestic country) must also be taken into account. The differences in the currencies between the various countries involved must also be considered, and barriers to trade (both tariff and nontariff) also need to be evaluated since the barriers which the company needs to overcome may determine whether a particular venture will be profitable or unprofitable.
Multinational corporations are those companies which offer products or services in diffe...