management must first be able to identify the most attractive prospective leads, CHALLENGES OF INTERNATIONAL BUSINESS MANAGEMENT Big businesses are able to pacify their customers using their past successful track records. The remedies are not determined easily as they may be complicated when the contracting parties originate from countries that have different legal systems. Today, interdependent is evident due to various global distributions. Learning Hours: 150 of which 30 CONTACT hours Summary The paper “International Business in the Globalization Environment” discusses the problems and threats of consumer ethnocentrism and the importance of a strategic approach to marketing. 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