Businesses often reach a point in their life whereby opportunities to expand globally provide the chance to create new customers in new markets, increase market share and improve brand recognition and loyalty. This may be better internationally due to a saturated domestic market or poor economic trading conditions, yet it provides a number of risks and challenges. These challenge and threats are generally driven by the political, social, economic, legal and cultural differences between the home country and the new international market. How businesses address these challenges, as well as the methods they use to enter new markets will be examined within this unit.