Today, almost all companies, large or small, are affected by global events and competition because most sell output to and/or secure suppliers from foreign countries and/or compete against products and services that come from abroad. More companies that engage in some form of international business are involved in exporting and importing than in any other type of business transaction.

Two key issues in internationalization: understanding the target country's environment, and knowing how the global networkt players work or interact.
For example, a crucial market network is that of the Middle East.

Middle East countries are rich, diverse markets, with a vibrant and varied cultural heritage. Although there has been a harmonization process during the past few years, differences still exist and performing any kind of business can be highly complex.

Middle-Eastern countries have a low-income average and like to have their cultural differences recognized. Firms that understand this have a good chance of developing a successful marketing strategy and reacting adequately when strategic decisions regarding the penetration of these markets have to be made.

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