Managers of international companies that are attempting to develop a competitive advantage face a formidable challenge because

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Managers of international companies attempting to develop a competitive advantage face a formidable challenge. Why? Because resources-time, talent, and money-are always scarce, and there are many ways to use them. Which nations should we enter? In which technologies should we invest? Which products or services should we develop and offer to customers? As managers, we are forced to choose what to do and what not to do, now and over time. Without adequate planning, we are more likely to make decisions that do not make good sense competitively, and the company's international competitiveness may be harmed.

Managers of International Companies That Are Attempting to Develop a Competitive