Abstract
Global firms such as Toy “R” Us Inc. have to content with several factors that shape their operations among them political, trade and economies, quality and safety as well as cultural factors that determine the uptake and performance of their brands in varied market segments. Each of the identified factors needs careful considerations if the multinationals are to make successful penetration into desired international markets. Understanding cultural values and norms is important since acceptance of any product is determined by the ability of the firm to understand consumption habits of foreign consumers. It is also appropriate to comply with ...
