Surf's up

THE process of economic globalization, while not a uniformly perceived concept, is enticing to companies eager to branch out and expand goods, brands, production, and services beyond domestic borders into targeted foreign arenas. Merging business activities into diverse cultural environments and unfamiliar territories requires careful research and strategic forethought. Since universal brand recognition is difficult to achieve, planning may necessitate tailoring to local markets in different regions. Advances in computer technology and communications have opened international opportunities for both large corporations and small firms seeking to carry out e-commerce and in-person business transactions throughout the world.