Vital to every marketer's assessment of a foreign market is an
appreciation for the political environment of the country within
which he or she plans to operate. Government involvement in business
activities abroad, especially foreign-controlled business, is
generally much greater than business is accustomed to in the
United States. The foreign firm must strive to make its activities
politically acceptable or it may be subjected to a variety of politically
condoned harassment. In addition to the harassment that can
be imposed by a government, the foreign marketer frequently faces
the problem of uncertainty of continuity in government policy. As
governments change political philosophies, a marketing firm accepted
under one administration might find its activities undesirable
under another. An unfamiliar or hostile political environment
does not necessarily preclude success for a foreign marketer if the
company becomes a local economic asset and responds creatively
to the issues raised by political and social activists. The U.S. government
may aid American business in its foreign operations, and
if a company is considered vital to achieving national economic
goals, the host country often provides an umbrella of protection
not extended to others.
