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.
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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