wer can vary greatly. For many products and services, companies are turning to the diversification that international marketing brings. By marketing to a variety of nations, a company is not so severely affected by a downturn in any one country's economy. Introducing and marketing products abroad increases the company's overall market share, and is thus a competitive decision that many companies are turning to (Vernon Wortzel & Wortzel, 1997, p. 128).
Companies with successful products in one market may decide to venture into the international arena in order to increase their sales, profit, market share and long-term opportunity for success. The decision to enter new markets should not be undertaken lightly, however, and products which are successful in one market may prove difficult to market in other areas. For those companies who conduct careful studies before entering a market, and for those companies which have the marketing acumen to understand the markets in which they are selling, the rewards from implementing an international marketing program can be substantial.
Today, employers will seek out workers from across borders; indeed, the jet airplane has been compared to the
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