If companies want to become successful they must

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Unformatted text preview: g at business from an international global perspective instead. Friedman (1999) also brings out the tremendous opportunities and benefits that come with globalization. Furthermore the increasing globalization according to Bender and Fish (2000) leads to an increase in international joint ventures, companies establishing subsidiaries and sales offices abroad. If companies want to become successful, they must manage their knowledge within the organization, especially across national borders. Internationalization process Kotler and Armstrong (2001) explain the process of a company’s internationalization in five stages. These stages are (1) deciding whether to go international or not, (2) deciding which markets to enter, (3) deciding how to enter the market, (4) deciding on global marketing programs, and (5) deciding on global marketing organizations. According to Kotler and Armstrong (2001) first the company has to decide whether to go international or not. The company has to compare and evaluate the opportunities and risks of going abroad, and whether or not they have the ability to surviv...
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