The World Is Flat is the title of a best selling book by Thomas Friedman, New York Times columnist and pundit on globaliza tion. Perhaps he does get a bit carried away but certainly if not at the world is certainly much more accessible to marketers today than twenty years ago. This is a two-edged sword – we get to sell in other countries but they also get to turn up the competitive heat for us in our home markets. Not that we have much of a choice – foreign competitors are increasingly the reality. In this chapter we will focus on the opportunity that competing in foreign markets offers.