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Cost efficiencies
Opportunities to transfer products, ideas, etc.
Emergence of global customers
Better links between national marketing
infrastructures
What is GMS?
of population.
Culture: Religion, education, and
language.
Geography: World region, economic stage
of development, and population.
Environment: Political, legal, and business
environments.
4 Critical Equivalencies
Construct Equivalence
Scalar Equivalence
Measurement Equivalence
Sampling Equivalence