a company is unlikely to be profitable in each and every country market where it operates.
it is hard for a company to create a big and well-protected profit sanctuary in every country in which it operates
company managers must resolve the tension between the market pressures to localize the firm’s product offerings country-by-country to match the tastes and preferences of local buyers and the competitive pressures to lower costs by offering mostly standardized products in all countries where a company competes.
it is hard for a company to compete successfully and profitably in more than 15 different country markets.
it is nearly always necessary for a company to offer buyers a wide selection of models, styles, and product versions in order to accommodate varying buyer tastes from country to country.
