ABSTRACT
This chapter discusses possible consequences of development of an international marketing strategy by the firm. It explores ways of measuring industry globality. Most people have an idea of what markets are global and what are local. Assessing the effects of globalisation drivers – or their opposite number: barriers to trade – is also quite demanding. In this case it is essential to understand the most critical barriers in the market place that affect each individual industry and these may differ from one industry to the other. The internationally mature company in a potentially global market is well-positioned to prepare itself for eventual shifts towards an even more global market. Three factors remain important in the context, some of which may correlate with firm size: the firm's international organisational culture, its market share in its reference markets, and its access to networks in international markets.
