Globalization is no more a new phenomenon now. In general economic context, it refers to minimizing and/or removing the trade barriers between countries in order to facilitate the flow of products, services, capital and labor. The recognition and fame of this concept has encouraged companies with some resources and willingness to demonstrate their tendency to internationalize themselves at some point of their life cycles. Companies that are looking to enter and operate in foreign markets need to assess the foreign business environment of each target market in terms of its uncontrollable elements that may pose both potential risk as well as opportunities. This assessment is important to plan and adapt marketing programs for each market accordingly and also to avoid failure and future loss. In this research book an attempt has been made to highlight the significance of uncontrollable elements of a foreign market. An assessment of the uncontrollable elements of Swedish market has been made as an example to give an idea of how these elements may influence the entry or presence of Lithuanian breakfast cereal producer (Palaseja) in Sweden.

They both received MS International Marketing from Sweden in 2009. They conducted research work in this book as part of their master program at Mälardalen University, Sweden. Shakeel Ahmed is currently working as project coordinator at Adada & Kabbani Co., KSA. Muhammad Imtiaz is running family business in Pakistan. Feedback: its_Shakeel@yahoo.com