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Tapping Into Global Markets, Global Market earth (How to…

- - - - Indirect: less investment, less risk
      - Direct: increased investment, increased risk --> increased ROI
        
        Requires export department, extended sales forces, international contacts
    - - management contracts
      - contract manufacturing
      - franchising
- - - - Communication
        
        dual adaptation
      - Consumer based
        
        Takes into account cultural differences
      - Product strategies
        
        product adaptation
        
        product invention
        
        brand adaptation
    - - Product strategies
        
        product standardization
        
        straight extension
      - Communication
      - Cost based