No other technological advancement has enhanced global business in the last 10 years like the Internet. The Internet has made accessible foreign marketplaces that for years were expensive and difficult to access. If an organization builds the right site, you can easily attract visitors from around the world. Obviously, however, this site can't be written predominantly in English and marketed with an American spin. If a company from the United States wants

According to Yip (1995), the first and most important step in finding international markets is to select the geographic markets in which to compete. In deciding geographic preference one should consider market attractiveness, potential competition and ways in which to adapt to local conditions. The choice of product should be a primary consideration when it comes time to conducting business in foreign countries.

As for infrastructure, Global Tech has alliances with companies based in Europe and Asia, which gives Global Tech access to an additional 700 consultants. Global Tech also employs a diverse group of people: Indian, Yugoslavian, Russian, French, Nigerian, Pakistani, and Iranian. Having that many different cultures represented in a single company helps when going out around the globe. Global Tech management believes that recognizing differences in cultures is crucial to global business. For instance, Shojaat feels the culture of Southeast Asia is different than in Europe or in the United States. In many Asian countries business relationships take cultivating. It's not a one-meeting-handshake deal. It can take upwards of a year before the relationship is mature enough to start talking real business (Des Moines Business Record, 2001).

The hotel chain Days Inn is an example of how to put into practice Joly’s recommendations. With the fall of the Iron Curtain and the dismantling of many national economic barriers, a new breed of European traveler has developed, who, in turn, has created a new demand for budget hotel accommodations throughout the continent. This has generated new opportunities for franchised hotels in Europe. While there are plenty of four and five-star accommodations at the high end and one-star hotels at the low end, mostly independents, there is a shortage of economy and mid-priced hotels.

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