Abstract:

The world is quickly becoming smaller, local market conditions are shifting into the background, international marketing issues demand increased attention. Technology and the communications revolution can cause frontiers to disappear: competition is also manifesting itself more and more on a world scale. Whether all this will result in a uniform worldwide range of products or a “localised" market approach is another question. - Consumer behaviour is becoming more individual and perhaps more fickle. The term "mosaic culture" is often heard in this respect. - The business climate is becoming more inspiring, but rapid adaptation and flexibility in ones actions is called for more than ever. Co-operation, specialisation, etc. will become attractive in view of the risks involved in business. A key role is assigned to the importance of fully fledged marketing and service. Knowledge of the market, something to which lip service was paid in the past, is increasingly becoming a precondition for survival.