international business environment is the way business is done globally. Often companies see how things are done locally and try to export that model finding it does not work. Ex: A small Norwegian company has a great deal of success selling at a premium price and being first in their local market, as their customers are used to paying premium prices for products. They create a strategy based on this fact not understanding the competitive landscape (competitors + decision making factors) are different in each country. When the Norwegian companies tries the same model they fail as they do not understand what the new market customer wants. Ex: UK is many instances- first question - price.
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