Marketing Risks in the Conditions of Internationalization Cover Image

Маркетингови рискове в условия на интернационализация
Marketing Risks in the Conditions of Internationalization

Author(s): Georgi Kozuharov
Subject(s): Economy, Supranational / Global Economy, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: marketing; risk; marketing risk; international marketing; internationalization
Summary/Abstract: Markets worldwide are becoming even more integrated and reach beyond the national borders on macroeconomic, competitive and market level. Organizations across industries and in different sizes are diligently trying to develop its strategy on a global basis. As a result, there is a growing interest in researching this process with its all key characteristics. As new markets are being discovered and utilized, it is essentially important one to realize, recognize and familiarize themselves with the new potential marketing risks.