Book excerpt: Small and medium-sized businesses hoping to enter the international business realm have multiple internal and external challenges to overcome before they can expand. Such challenges can include technological developments, market conditions, and reduction in global trade barriers, though these factors are continuously changing. Determining the correct course of action can be difficult depending on the goals of the company. Trends and Issues in International Planning for Businesses is an essential reference source that focuses on key external and internal factors that enable or disable the creation and enhancement of success opportunities for firms that wish to expand internationally. Featuring research on topics such as cultural norms, international trade, and global marketing, this book is ideally designed for international organizations, small and medium-sized businesses, managers, executives, directors, business consultants, policy managers, business professionals, academicians, researchers, and students seeking coverage on issues that influence firms in their international planning.