The development of effective international marketing strategy should take into consideration the extent of a firm's experience overseas and the stage in the evolution of its international development. This article postulates three key phases in this evolution: 1) initial foreign market entry; 2) expansion of national markets; and 3) global rationalization. The dominant strategic thrust, international levers, and key decisions which characterize each phase are identified, together with the triggers that prompt the firm to move from one phase to the next. [ABSTRACT FROM AUTHOR]
