{"product_id":"2940012210883","title":"Emerging Trends, Threats, and Opportunities in International Marketing: What Executives Need to Know","description":"The context of international business has evolved over the years and has\u003cbr\u003ealways refl ected the climate of the time. Three major changes that have\u003cbr\u003etaken place in the last decade or so should be noted. First, the landscape of\u003cbr\u003ethe global economy changed drastically in the last decade or so. The Asian\u003cbr\u003eand Latin American fi nancial crises, the further expansion of the European\u003cbr\u003eUnion (EU), and the emergence of BRIC (Brazil, Russia, India, and\u003cbr\u003eChina) as economic powerhouses have occurred during this period. And\u003cbr\u003emost recently, the global fi nancial and economic crisis caused primarily\u003cbr\u003eby the U.S. subprime mortgage loan crisis since late 2008 is ravaging the\u003cbr\u003eintegrity of the global economy with unprecedented severity.\u003cbr\u003eSecond, the explosive growth of information technology tools, including\u003cbr\u003ethe Internet and electronic commerce (e-commerce), has had a signifi\u003cbr\u003ecant effect on the way we do business internationally. On one hand,\u003cbr\u003eeveryone seems to agree that business transactions will be faster and more\u003cbr\u003eglobal early on. And it is very true. As a result, the nature of the global\u003cbr\u003esupply chain and global trade as managed by multinational fi rms has fundamentally\u003cbr\u003echanged. However, on the other hand, the more deeply we\u003cbr\u003ehave examined this issue, the more convinced we have become that certain\u003cbr\u003ethings would not change or could even become more local as a result\u003cbr\u003eof globalization that the Internet and e-commerce bestow on us.\u003cbr\u003eThird, it is an underlying human tendency to desire to be different\u003cbr\u003ewhen there are economic and political forces of convergence (often referred\u003cbr\u003eto as globalization). When the globalization argument (and movement)\u003cbr\u003ebecame fashionable in the 1980s and 1990s, many of us believed that\u003cbr\u003eglobalization would make global business easier. Doing business beyond\u003cbr\u003enational borders, indeed, has become easier, but this does not necessarily\u003cbr\u003emean that customers want the same products in countries around the\u003cbr\u003eworld. For example, many more peoples around the world than ever before\u003cbr\u003eare trying to emphasize cultural and ethnic differences as well as accepting\u003cbr\u003ethose differences. Just think about many new countries being born as well\u003cbr\u003eas regional unifi cations taking place at the same time.\u003cbr\u003eIndeed, these global changes we have observed in recent years are\u003cbr\u003emore than extraordinary. As a result, business practitioners are facing\u003cbr\u003eenormous challenges to cope with those changes in an uncertain world.\u003cbr\u003eThis book is constitutes a timely compilation of work addressing marketing\u003cbr\u003ein an uncertain world, competition from emerging and reemerging\u003cbr\u003emarkets, global sourcing, and meeting old and new global challenges.","brand":"Business Expert Press","offers":[{"title":"Default Title","offer_id":47073385447664,"sku":"2940012210883","price":19.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/2940012210883_p0.jpg?v=1763553328","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/2940012210883","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}