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There are many reasons why a certain quantitatively promising market might not be suitable for a particular company. Ascertaining a market's suitability goes under many names, including country risk analysis, political risk analysis, and environmental scanning. The main objective of all of these processes is to give management an adequate understanding of a country's general environment and of its receptiveness to the company's particular product or service. There are as many environmental scanning schemes as there are experts in international business. THE ENVIRONMENT presented a brief outline of ENSCAN, an environmental scanning software package. 1
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