Abstract:

One of the most pronounced trends in the economy of the last decades is the internationalization and globalization of business and the economy. We believe that internationalization is a component of modern business, because in the last decades there is an unprecedented expansion of business at global level and increased the proliferation of dramatic changes in the hierarchy of economic power (at company level or even national) made approach based on national-international relationship.

The first decade of the XXI century revealed an irreversible trend towards globalization, which makes currently marketing activity to be conducted in a very dynamic global environment. Rapid changes can make successful strategies to lose yesterday's date.

Globalization has become an objective, implacable process that often takes place with a dizzying speed, including its field almost all countries of the world.

Progress and globalization have brought striking contrasts between countries, regions and even within national borders. Social injustice induced by this phenomenon seriously affects the living standards of certain categories of persons and generates a state of social instability, especially in countries that are not in the leading economic echelon.