The company must also decide on the types of countries to consider. Attractive-
ness is influenced by the product, geography, income and population, political cli-
mate, and other factors. The seller might have a predilection for certain countries or
regions. Kenichi Ohmae recommends that companies concentrate on selling in the
“triad markets”—the United States, Western Europe, and the Far East—because these
markets account for a large percent of all international trade.^8
Although Ohmae’s position makes short-run sense, it can spell disaster for the
world economy in the long run. The unmet needs of the developing world represent
huge potential markets for food, clothing, shelter, consumer electronics, appliances,
and other goods. Many market leaders are now rushing into Eastern Europe, China,
Vietnam, and Cuba where there are many unmet needs to satisfy.
Regional economic integration—trading agreements between blocs of countries—
has intensified in recent years. This development means that companies are more
likely to enter entire regions overseas rather than do business with one nation at a
time.part three
Developing
Marketing(^370) Strategies
WWW.TheWorldIsYourOyster.com: The Ins
and Outs of Global E-commerce