Companies broaden their market by establishing trade with multiple countries around the world. There are three different types of those companies: Multinational, International and Virtual Global. Each type takes a different marketing approach.
Multinational companies such as Cisco adapt their products to suit the culture of the country in order to drive sales. Many business operations are run by the office in the country, but important decisions are coordinated straight from the company’s main headquarters.
International companies such as Apple import their products worldwide, but do not invest themselves in other countries. This is a cost effective approach and avoids going to so much trouble to adapt to other countries’ cultures.
Virtual Global companies such as Dell rely on networked nodes around the world to carry out their business. Business operations are relayed via telecommunication, so online customer feedback can keep the company’s activities on the right track.