1. Cultural Appreciation
Values
Customs
Aspects of
Culture
Symbols
Language

2. Porter’s “diamond” of national competitive advantage
Company Strategy, Structure and Rivalry
Demand Conditions
Related and Supporting Industries
Factor Conditions

3. Sequence of decisions in entering int’l markets
Assess environmental factors
In international markets
Political conditions
Economic conditions
Cultural Conditions
Evaluate alternatives for
International operations
Exporting
Licensing
Joint venture
Direct ownership
Tailor marketing program to
The country
Select the country
Est. the marketing organization
Design & implement the
marketing program