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Yip Drivers Of Globalization2/15/2023 While global markets thrive on the capacity to reach potential consumers virtually anywhere, global companies must also meet the challenges of understanding the many segments of international consumer bases. From Korean pop music to Harry Potter merchandise, marketable products and content have virtually unlimited potential provided the companies that manufacture and distribute them understand their various audiences. As information technologies connect remote parts of the globe at speeds that would have been unthinkable even in the relatively recent past, fads, trends and tastes become international in scope, opening unprecedented opportunities for savvy companies to penetrate international markets.
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