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How does the global environment impact upon the development of an international marketing strategy and also in the selection of an appropriate market entry approach?
How does the global environment impact upon the development of an international marketing strategy and also in the selection of an appropriate market entry approach? Also, how might a firm adapt its international marketing mix to deliver a 'glocalised' product or service?
Select a firm with which you are familiar, either from direct experience or as a case study, in order to address this question and for the purposes of illustrating your answer.
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