Going International

Abstract

It might appear to be over-ambitious in a discussion of the problems of entering the export field, to consider in any detail the problems of the international company — the ultimate stage in the development of international marketing. But one must accept the probability that in the next few decades the role of international companies will develop enormously, and that a very large number of companies which are only vaguely aware of the opportunities and dangers which mass production and mass marketing are bringing, and which are only tentatively considering the prospect of exporting, may find that such a step will ultimately lead to international status, with production facilities being developed on an international basis. The choice may be this, or relative obscurity in a small and ill-protected home market.