Chapter 4
Competing in Global Markets
o a ls
ng G
r n i
Lea
Explain international business and
1 international trade.
why nations trade.
2 Discuss types of advantage in
international trade.
3 Describe measurements of
international trade and exchange
rates.
4 Identify the major barriers that
confront global businesses.
5 Explain how international trade
organizations and economic
communities reduce barriers to
Compare the different levels of
6
involvement used by businesses
when entering global markets.
Distinguish between a
7
global business strategy
and a multidomestic
business strategy.
Exports Domestically produced goods and services sold in markets in other 
countries.
Imports Foreign­made products and services purchased by domestic consumers.

WHY NATIONS TRADE

• Boosts economic growth by providing access to 
new markets and needed resources.
• More efficient production systems.
• Less reliance on economies of home nations.
International Sources of Factors of
Production
• Decisions to operate abroad depend on availability, price, and quality of
• Labor
• Natural resources
• Capital
• Entrepreneurship
• Allows a company to spread risk throughout nations in different stages of the 
business cycle or development.
Size of the International Marketplace
• World population = 7 billion

• One in five people live in relatively well­developed 
countries.

• Share of world’s population in less­developed 
countries will grow in coming years.

• Population size is no guarantee of prosperity.
• Though developing nations generally have lower per capita income, 
many have strong GDP growth rates and their huge populations can 
be lucrative markets.
Absolute and Comparative Advantage
• Absolute advantage Country can maintain a monopoly or produce at a lower 
cost than any competitor.
• Example: China’s domination of silk production for centuries.
• Rare these days, mostly tied to climate advantages for growing certain crops.
• Comparative advantage Country can supply a product more efficiently and at 
lower cost than it can supply other goods, compared with other countries.
• Example: India’s combination of a highly educated workforce and low wage 
scale.
MEASURING TRADE BETWEEN
NATIONS
Balance of trade Difference between a nation’s imports and exports.
Balance of payments Overall flow of money into or out of a country.

Major U.S. Exports and Imports

• U.S. leads world, exports and imports annually total $3 trillion.
• U.S. imports more goods than exports; exports more services than imports.
Exchange Rates
Exchange rate Value of one nation’s currency relative to the currencies of other 
nations.
• Values fluctuate, or “float,” depending on supply and demand for each currency 
in the international market.
• National governments deliberately influence exchange rates
• Business transactions usually conducted in currency of the region where they 
happen.
• Rates can quickly create or wipe out competitive advantage.

• Hard currencies Currencies that owners can easily convert into other currencies.
• Foreign currency market is world’s biggest, with daily volume of $1.5 trillion, 50 
times the size of all equity markets put together.
BARRIERS TO INTERNATIONAL
TRADE

Social and Cultural Differences

Language Potential problems include mistranslation, inappropriate messaging, 
lack of understanding of local customs and differences in taste. 
Values and Religious Attitudes Differing values about business efficiency, 
employment levels, importance of regional differences, and religious 
practices, holidays, and values about issues such as interest­bearing loans.
Economic Differences
Infrastructure Basic systems of communication, transportation, energy 
facilities, and financial systems. 
Currency Conversion and Shifts Fluctuating values can make pricing in 
local currencies difficult and affect decisions about market desirability and 
investment opportunities.

Political and Legal Differences

Political Climate Stability is a key consideration. 
Legal Environment Three dimensions: U.S. law, international regulations, laws 
of the countries where they plan to trade. Corruption can be an important 
issue.

International Regulations Friendship, commerce, and navigation 
treaties between U.S. and other nations.
Types of Trade Restrictions
Tariffs Taxes, surcharges, or duties on foreign products. 
• Revenue tariffs generate income for the government.
• Protective tariffs raise prices of imported goods to level the playing field for 
domestic competitors. 
Nontariff Barriers Also called administrative trade barriers

• Quotas limit the amount of a product that can be imported over a specified 
time period.

• An embargo imposes a total ban on importing a specified product or all 
trading with a particular country.

• Exchange controls through central banks or government agencies 
regulate the buying and selling of currency to shape foreign 
exchange in accordance with national policy.
REDUCING BARRIERS TO
INTERNATIONAL TRADE
Organizations Promoting International
Trade
• General Agreement on Tariffs and Trade (GATT) sponsored negotiations to 
reduce worldwide barriers to trade.
• Founded 1947
• Uruguay Round of negotiations cut average tariffs by one­third, or $700 
billion.
• Led to the establishment of the World Trade Organization.
World Trade Organization Monitors GATT agreements.
• 149 member countries
• Began monitoring GATT agreements in 1995
World Bank Lends money to less­developed and developing countries.
• Funds projects that build or expand infrastructure.
• Provides assistance and advice.
International Monetary Fund Promotes trade through financial cooperation.
• Makes short­term loans to member nations to meet expenses.
• Operates as lender of last resort for troubled nations.
International Economic Communities
• Reduce trade barriers and promote regional economic cooperation.

• Free­trade area Members trade freely among selves without tariffs or trade 
restrictions. 

• Customs union Establishes a uniform tariff structure for members’ trade with 
nonmembers.

• Common market Members bring all trade rules into agreement.

NAFTA (1994)
• World’s largest free­trade zone: United States, Canada, Mexico.
• Combined population: 435 million
• Total GDP: nearly $14 trillion
• U.S. and Canada are each other’s biggest trading partners.
CAFTA (2005)
• Free­trade zone among United States, Costa Rica, the Dominican Republic, El 
Salvador, Guatemala, Honduras, and Nicaragua.
• Total GDP: nearly $14 trillion
• $33 billion traded annually between U.S. and these countries.

European Union
• Best­known example of a common market.
• Combined population: 450 million people in 25 countries
• Total GDP: $12 trillion
• Goals include promoting economic and social progress, introducing 
European citizenship as complement to national citizenship, and 
giving EU a significant role in international affairs.
GOING GLOBAL
• Three key decisions for companies considering going global:
• What foreign market(s) will the company enter?
• What expenditures are required to enter a new market?
• What is the best way to organize overseas operations?

Levels of Involvement
Importers and Exporters Most basic level of international involvement, with 
the least risk and control.
Countertrade Payments made in the form of local products, not currency.
Contractual Agreements Often come after a company has some experience in 
international sales. Include franchising, foreign licensing, and subcontracting.
Franchising Contractual agreement in which a wholesaler or a retailer gains the 
right to sell the franchisors’ products under that companies brand name in 
exchange for agreeing to related operating requirements.
Offshoring Relocation of business processes to lower­cost location overseas.
International Direct Investment Includes establishment of manufacturing 
facilities, opening of an overseas division, and acquisition of an existing firm 
in the host country.

• Joint ventures Allow companies to share risks, costs, profits, and 
management responsibility with one or more host country nationals.
From Multinational Corporation to Global
Business
Multinational corporation (MNC) An organization with significant foreign 
operations and marketing activities outside its home country.
DEVELOPING A STRATEGY FOR
INTERNATIONAL BUSINESS
Global Business Strategies
• Firm sells same product in essentially the same manner throughout the world.
• Works well for products with nearly universal appeal and luxury items.

Multidomestic Business Strategies

•  Firm develops products and marketing strategies that appeal to customs, tastes, 
and buying habits of particular national markets.
• Example: Spinach, egg, and tomato soup on the menu in KFC’s 
menu in China.