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Approach:
- Bridging between companies rooted in their local traditions and new market opportunities
- Understanding the balance between internationalisation and localisation and how to adapt products and the marketing mix for non-native environments, especially other nations and cultures
- Proposing and coordinating techniques, guidelines and activities that facilitate the use of common marketing strategies worldwide, across different cultures, languages, and geographies
- Gaining an appreciation for the threats and opportunities in non-native and particularly emerging markets including demographic, economic, political, environmental, and technological aspects
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