International Business Operations

International business is no longer the exclusive realm of the large multinational corporation; small businesses are creating marketing niches for themselves in particular product or service areas. Because of this greater interest in the global economy, companies which are seeking to build long-term strategic plans must consider whether or not international marketing is a critical part of those long-term plans. This research considers the reasons that companies might consider international expansion, problems which need to be addressed, and how a company might undertake such an expansion process.

Multinational corporations are those companies which offer products or services in different countries throughout the world, adapting their products to the countries in which they are selling. Global companies are companies which operate with a high degree of consistency regardless of the country in which the operation occurs (Aizenman, 1994, p. 459). At multinational companies, internal practices are also changed to reflect the environment of the various countries. The result is that multinational companies have higher relative costs associated with their international operations than their global counterparts.

Despite the difficulties, an increasing number of companies throughout the world are marketing on an international basis. There are two primary reasons why they do this: competition and markets. The competition facing companies dome

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have to learn new ways of managing employees as employees in any given country come from a number of countries. This situation is already acute in the United States, but countries such as those in western Europe also will have to reach new management techniques that enable a manager from one country to supervise employees from other countries while reporting to a supervisor from yet a different country (Massie, 1987, p. 205). These different cultures coming together in the workplace demand a higher tolerance for individual differences, and an understanding of cultural biases that does not yet exist on a widespread scale. This increased globalization is likely to lead to new ways of doing business; certainly the traditional business strategies that resulted in large multinational organizations that ignore the different environments in which they operate will no longer suffice. Instead, corporations need to consider all of their stakeholders: customers, employees, vendors and shareholders. Each of these constituents has a stake in the organization, and the corporation must be responsive to all of them, not merely to the shareholders. Because of the increased competition that globalization brings with it, failure to take all

Category: Business - I