ON TEACHING MARKETING COMPETITIVENESS

Competitive issues are comprehensive and global. Global competitiveness has driven U.S. technological competitiveness from being globally strong to globally losing or maybe lost (Shultz, 1991), and has caused U.S. manufacturing competitiveness to suffer (Enen, Jr., 1991). Although there is an immediate need for small and medium businesses in the United States to globalize, these same companies seem reluctant to get involved in overseas export opportunities (Mahone, Jr., 1991).