The political/legal environment abroad is quite different from that of the US. Most nations desire to become self-reliant and to raise their status in the eyes of the rest of the world. This is the essence of nationalism. The nationalistic spirit that exists in many nations has led them to engage practices that have been very damaging to other countries' marketing organizations.
For example, foreign governments can intervene in marketing programs in the following ways:
- contracts for the supply and delivery of goods and services
- the registration and enforcement of trademarks, brand names, and labeling
- marketing communications
- product safety, acceptability, and environmental issues