CHALLENGES OF INTERNATIONALIZATION SERVICE ON GLOBAL MARKETS // IZAZOVI INTERNACIONALIZACIJE USLUGA NA GLOBALNOM TRŽIŠTU

Before a company decides to sell their products and services abroad, theymust fully understand the international marketing environment. The international environment, in the last two decades, has been creating new opportunities and problems. World trade and investment have grown rapidly thanks to attractive markets, especially in Western and Eastern Europe, China and Russia. As a result, the international financial system has become more complex, and companies involved in international trade are faced with rising trade barriers that were set to protect the domestic market from foreign competition.All the companies that compete in intern ational markets must first understand the international trading system. When sold in other countries, companies are faced with various limitations. Opportunities for export of services are large and growing. However, since trade creates jobs and holds the key to economic growth, the whole world wants a share in the growing service sector. The combination of environmental factors that contribute to the success of the organization in the local market, may be absent in foreign markets. This can lead to the failure of attempts to export the service formula. Global competition will continue to grow, which requires a better understanding of international service concepts, problems and challenges