Businesses face a multitude of problems in their efforts to develop
successful marketing programs. Not the least of these problems is
the varying legal systems of the world and their effect on business
transactions. Just as political climate, cultural differences, local
geography, different business customs, and the stage of economic
development must be taken into account, so must such legal questions
as jurisdictional and legal recourse in disputes, protection of
intellectual property rights, extended U.S. law enforcement, and
enforcement of antitrust legislation by U.S. and foreign governments.
A primary marketing task is to develop a plan that will be
enhanced, or at least not adversely affected, by these and other environmental
elements. New to the international legal scene is the
Internet, which, by its nature, creates a new set of legal entanglements,
many of which have yet to be properly addressed. One
thing is certain: The freedom that now exists on the World Wide
Web will be only a faint memory before long. The myriad questions
created by different laws and different legal systems indicate
that the prudent path to follow at all stages of foreign marketing
operations is one leading to competent counsel, well versed in the
intricacies of the international legal environment.
