Globalization of business has been one of the dominant characteristics of the past two decades but will develop even faster in the future. Many companies from both developed and developing countries have become multinational players seeking market opportunities across nations. Globalization has become the cornerstone of firms’ overall business strategies. Globalization is no longer only a business option but also a part of effective corporate strategizing. In other words, present business strategy is increasingly global. Today’s global scope of business is markedly different from yesterday’s business pattern, however. Presently, numerous goods and services are available across borders—even in those countries that were closed markets of command economies. World consumers have been exposed to a variety of products and services that had only been available to affluent consumers in industrialized countries. When customers across nations started demanding products and services for better living, companies strived to meet such demands by competing not only with local firms but also with other multinational firms.
We live in a global village today, where consumers have a chance to see and compare many products and services if not physically but virtually because of the Internet revolution. Consequently, buyers demand quality, variety, convenience, and utility. Needless to say, Internet technology has intensified such consumer demands tremendously. Buyers today can easily search for a product or service around the world. Recent news in The Wall Street Journal clearly illustrates the globalization of consumer behavior. An American who lived in Switzerland used Swiss toothpaste and liked it very much. Upon his return to