Developing a Competitive Advantage

Abstract

In the Preface and Introduction, we presented the most challenging conditions for the twenty-first century international marketer and pointed out the post globalization consumers’ behaviors or needs. The essential point here is that in the twenty-first century the international marketer must first understand the need for information about international markets and must be able to use this information skillfully in international marketing strategies. This chapter is based on the Preface and Introduction: it presents a general model that articulates how information should be used to establish and maintain a competitive advantage in international markets.