A firm's profit potential and control over marketing activities __________ as it moves from exporting to direct investment as a global market entry strategy.

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As a firm moves from exporting to direct investment as a global market entry strategy, its profit potential and control over marketing activities increase. This is because direct investment allows for greater control over the marketing mix elements such as product, price, promotion, and distribution, which can lead to better performance in the foreign market. It also allows for greater scalability, economies of scale, and the ability to tailor products and services to local needs and preferences, which can enhance competitiveness and profitability.

A Firm's Profit Potential and Control Over Marketing Activities __________