The transnational approach to international marketing is the most appropriate strategy for small to medium-scale exporters.

Question

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The transnational approach to international marketing, which involves creating products or services that are globally standardized yet locally adapted, can be resource-intensive and complex, often making it less suitable for small to medium-scale exporters who may lack the resources and global reach of larger corporations. These smaller entities might benefit more from strategies that focus on niche markets or leveraging local advantages.

The Transnational Approach to International Marketing Is the Most Appropriate