Curriculum Portal

infoWhy this? Operating internationally requires businesses to respond to differences in culture, consumer preferences, and communication. Examining product, pricing, branding, and marketing decisions helps us evaluate the balance between global consistency and local responsiveness when building competitive advantage across markets.

scheduleWhy now? Having considered why firms expand internationally, where they locate, and the forces driving globalisation, we turn to how they compete within different markets. This firm-level perspective provides a useful basis for subsequently assessing the wider consequences of multinational activity for communities and national economies.