Toys Project

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UNIVERZA V LJUBLJANI EKONOMSKA FAKULTETA SPECIALISATION THESIS Tatjana MEDIC UNIVERZA V LJUBLJANI EKONOMSKA FAKULTETA PODIPLOMSKI STUDIJ SPECIALISATION THESIS International Business Strategy Of Toys“R”Us For The Norwegian Market Ljubljana, May 2002 Tatjana MEDIC Conformation Tatjana Medic, a student of the University of Economics in Ljubljana, hereby confirms to be the author of this specialisation thesis written under the guidence of Professor Tone Hrastelj. Pursuant to 1st paragraph of the 21st article of the Law of the author and legal rights I give the University of Economics in Ljubljana the right to use and publish this thesis. Ljubljana, 23 May 2002 Tatjana Medic Izjava Studentka Tatjana Medic…show more content…
However, as recently as the 1970s, some governments and firms saw international marketing as an “optional extra” of minor importance. International business was typically considered a field reserved for a few trading companies and specialists. Other firms were content to focus on their domestic markets and disregarded international dimensions. Conditions have changed. Global trade has rapidly increased in both volume and value, reaching nowadays more than $4 trillion in 1997 (Daniels J.D., Radebaugh, 1998, pg. 529). Competition is fierce from all corners of the world. Failure at the global level can backfire and may consume existing brands and business relationships. At the same time, global opportunities have emerged that offer possibilities for growth, profit, and an improvement in worldwide standards of living. Today, firms have to deal with a global marketplace; marketers have no other choice. Participation in global marketing has begun to shift from a mere “option” to an imperative. The world is becoming more homogeneous. Distinctions between national markets
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