This activity is important because expansion into international markets comes with great opportunities and great risks. Marketing managers need to understand how best to navigate the global experience curve.

The goal of this activity is for you to demonstrate an understanding of the different stages of the global experience learning curve by determining how industry$-$specific examples fit into each of the stages.

The global experience learning curve moves a company through four distinct stages: no foreign marketing, foreign marketing, international marketing, and global marketing. The process is not always linear; companies may, for example, move directly from no foreign marketing to international marketing without necessarily engaging in foreign marketing. In addition, the amount of time spent in any stage can vary, some companies remain in a stage for many years.

Read the statements. Drag and drop each item into the correct spot within the chart.

Fiber Manufacturer

International

Global Marketing

Marketing