International Business:An Overview: Looking to the future

International Business:An Overview: Looking to the future

LOOKING TO THE FUTURE
Companies must make decisions today about an uncertain future. If a company waits to see what happens, it is already too late, since investments in research, plant, and training may take many years to complete. The companies that guess right on what the future will bring are the

ones that will make investments to produce and sell the type of goods and ^services at a price that customers will be willing to pay. They can produce and sell them in conformity with the rules of the societies where they are operating. But it is not always possible to guess correctly. By postulating different ways that the future may evolve, companies may be better able to avoid unpleasant surprises, even though they are uncertain as to which of the multiple environments they will face. Given the importance of the future, we shall end each chapter with scenarios that present foreseeable ways in which areas may develop.

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