L'Iintenationalisation des entrprises et les stratégies marketing

Abstract

Globalization, it is considered the level of the economy, international relations, society, communications or technology, determines the activities of companies. If globalization allows firms to take advantage of growth opportunities and access to new opportunities, it also constitutes a serious threat of consequences for companies: trained in a competitive struggle without thank you, they are encouraged to improve their market approach. Companies must provide instruments that allow them to understand the environment, to predict its changes and capitalize on its evolution.