International Marketing and the Trading System

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This study deals with marketing principles and key managerial decisions facing small and medium-sized enterprises in developing and transition economies. It identifies and analyzes regulatory problems in export markets and presents case studies illustrating how business firms, in a variety of countries and industries, are affected by regulatory change and how they respond to it.

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Business strategy and regulatory change

A strategy is a general plan for the conduct of business. Every export firm that wants to develop and prosper needs some form of strategy. A company’s strategic fit with the trading environment has to be continuously reconsidered because it is likely to erode. Regulation and technology will probably remain the two most important forces driving environmental change for enterprises in developing countries. Strategy is like a game of chess, no a priori solution can be the right one in all circumstances. Managers should study past games in order to develop their judgement and understanding of the driving forces that shape the business environment.

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