Читать книгу Going Abroad 2014 - Waldemar A. Pfoertsch - Страница 29

Melanie Hildinger Bukvic, Nicole Bock, Nadja Berkowitsch, Christiane Pohl

Abstract Every day you hear it on the news, you read it in the papers or you hear people talking about it – globalization. The meaning is not always the same. On the business level, globalization means that companies decide to take part in the emerging global economy and establish themselves in foreign markets. The goals are to adapt the products or services to the final user’s requirements, which can be linguistic or cultural. But how far should companies adapt the customer’s wishes and how far will standardization make sense?