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The Ernst and Young Guide to Expanding in the Global Marketplace.

The author, director of Ernst & Young's international trade advisory services practice, examines the changing global marketplace and some of the issues a business should consider before starting to develop an export plan. He stresses the importance of cultural familiarity and adopting a plan for competitive success tailored to the local preferences of key regions and markets. Beating the competition, he observes, often means playing by local rules. This is a well-written, interesting book that should appeal to a wide audience.
COPYRIGHT 1991 American Institute of CPA's
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1991, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Publication:Journal of Accountancy
Article Type:Book Review
Date:Oct 1, 1991
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