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With faster communication, the world is rapidly shrinking. Countries are increasingly multicultural and companies with products and services developed in one country are finding enthusiastic acceptance in others. Companies need to be able to cross boundaries within and outside their country. Although the opportunities to enter and compete in the global markets are significant, the risks can also be high. Companies promoting in the global industries, however, have no choice but to internationalize their operations. Indeed, many companies are taking the view that their products can be manufactured anywhere through global supply chain. Today, companies must see their product as Made in the World rather than limited to one country only.

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Dr Vincent Wee has a marketing degree and an MA Marketing degree from Northumbria University, UK. His doctorate is from Selangor University (UNISEL). He has written for Advertising and Marketing Magazines, Branding magazines and also international and local academic journals.

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