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Global markets require global approaches by firms. With increasing competition both at home and abroad, a global strategy for sales, production and sourcing is increasingly seen as the key to long-term competitiveness. In many respects, European firms compare favorably with their competitors from both the United States and Japan in this domain. They have been at the forefront of the drive to create a worldwide presence and are among the most geographically diversified in terms of Foreign Direct Investment (FDI), with a relatively strong presence in emerging markets. The authors are also more likely than either the United States or Japan to receive inward investment from emerging markets themselves.
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