The Keys to Global Market Growth
The international business, instead of detracting from our business, is additive to our business. i
—Michael Casey, Starbucks Chief Financial Officer
The “global marketplace,”ii according to Jennifer Williams, is a term that refers to the international production and exchange of goods, services, and money facilitated by the Internet, a free, 24-hour conduit for information on goods and services providing a means for immediate examination, price and quantity negotiation, and purchase. Related key success factors are the increasing speed and falling costs of communications,iii the ease and cost effectiveness of international traveliv for people and products, and electronic money transfer.v
In Part 5, a number of key ...
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