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On Message by Theo Theobald

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Chapter Fifteen

Crossing boundaries and going global

Time was when you opened your shop on the high street, people turned up and bought your wares, and everyone was happy with the arrangement. Things have moved on since then and now everyone has the potential to be an international player.

It is also true that for a while the only people who could expand their business beyond insular boundaries were those who had sufficient capital to set up a branch abroad. For many years that took very deep pockets as it was necessary not only to cater for the tastes of the locals, but to understand their culture too.

Case study − Unilever

In the late 1970s ...

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