The aim of the Shell group is to meet the energy needs of society, in ways that are economically, socially and environmentally viable, now and in the future. This is achieved in a wide variety of ways. Most people know the company best as the suppliers of fuel and lubrication products at their local service station, and as a company that explores on land and sea to find and produce oil. Shell also has operations worldwide exploring for and producing gas. As a group they market gas and power internationally, to consumers and businesses alike. Shell’s chemical products find their way into all sorts of commercial and domestic use from mobile phones to furniture, and they also have rapidly growing businesses in several of the ‘new energy’ sectors including hydrogen, solar, geothermal a

Such conditions often result in a search for new markets outside the home country. Many markets around the world are growing as countries experience economic growth. From this, domestic businesses may see profit-making opportunities opening up in new markets. Opportunities have been created in a number of former Soviet Union countries and China as these economies are opened up. Part of Shell’s plan is to expand in China. This will offer new business opportunities in one of the worlds fastest growing markets and will enable them to contribute to the country’s sustainable development. Environmentally aware markets are creating many opportunities for more sustainable mobility and demands for cleaner transport fuels. Shell is exploring new ways of producing energy. For example, in El Salvador, Shell is using its innovative technology and vast drilling experience to tap into the heat deep below the Earth’s surface, an alternative source of energy of great potential. In Iceland Shell is involved in a project to turn the country into the first economy powered by hydrogen. Another country which is providing opportunities through opening up new markets is India. The country is starting to ease restriction on imports into its economy. The result is that approximately 3 billion people are becoming part of the global marketplace, bringing enormous potential profits.

The key issue is whether markets sufficiently encourage companies to take such concerns into account, and to what extent new standards and corresponding new accounting tools are needed.

Global businesses are exposed to four main influences in the global market. These are financial, political, legal and social/cultural influences. Financial influences include currency fluctuations; exchange rates; interest rates; and overseas borrowing – this is the temptation to borrow offshore due to relatively lower interest rates.

 Constantly innovating to meet changing customer needs, for example specially tailored fuels

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