chapter  1
18 Pages

6. Standardization Versus Localization: Public Relations Implications of Advertising Practices in Finland

ByAli Kanso

Many foreign markets now offer more opportunities for business expansion by Western firms than does the home market. Consumers all over the world are constantly exposed to higher quality products and services in a more and more competitive environment. And, for most firms , the primary stimulus to enter nondomestic markets is competition . More than ever before , competitors operate on a worldwide level . Thus , to grow and survive , many companies must develop markets abroad.