ABSTRACT
As the globalization of business becomes increasingly prevalent, marketing must respond to the rapid changes that are occurring throughout the world. Dramatic expansion of the communications and distribution infrastructures is resulting in more interchanges and linkages between cultures and marketing communities in different parts of the world. Many U.S. firms have moved into international markets, and some such as Coca-Cola, IBM, Ford, and Colgate derive a major proportion of their profits from markets outside the United States. Increasingly, start-up firms are born global as technological advances facilitate rapid communication across geographically distant and disparate locations.
