ABSTRACT
Global players need global markets. Companies that understand themselves as global players use a geocentric perspective for their business. They standardize their products or performances, they employ worldwide branding, and strive for economies of scale. Examples of global players are the Coca Cola Company, Microsoft, Toyota and many others. There is seemingly no way to associate the construction industry with such market behavior. Typically, construction markets are characterized as local, not global markets but still there are companies that do business in many countries around the world. To bring order to this confusion we can distinguish between five different markets (regional, national, international, multinational and global). In all of these markets specific goods (or services) are demanded from construction companies by clients.
