Selling to Many Cultures — Within the U.S.
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Magazine: Fall 2010
- Opinion & Analysis
- Read Time: 4 min
Image courtesy of PepsiCo.
International markets have been increasingly important for many U.S. companies, and they are the assumed priority for future growth. Wal-Mart Stores Inc. is representative: In 1998 it obtained 6% of its revenue internationally; by 2008, international revenues constituted 25% of Wal-Mart’s much larger sales base.