| This paper examines the dynamics of business environmental variables influencing international marketing strategy. Three sets of business environments are identified and examined in the time frames of the 1960's, 1970's and the 1980's. The first set represents the home country environment. The second set consists of the host or foreign country environment. The third set represents the worldwide environment transcending political boundaries. In order of importance to international marketing strategy, the second set, namely the host country environment ranks the highest, followed by the home country environment, followed in turn by the worldwide environment. As the world gets "smaller and smaller", it is expected that eventually the third set will assume the highest rank in importance to international marketing strategy, and therefore, some pioneering attempt has been made to delineate its variables that are expected to have an increasing importance on the worldwide environment. |
