???? ????? ???? ????? ????? ????????? ?? ?????? ??????? ??? ??????? ????? ?? ????? ??? ?? ?? ???????? ????? ????? ???? ???? ????? ????? ???????? ??? ????? ????? ????? ??????? ?? ????? ????? ????? ??? ????? ?????? ?? ????? ?????? ?? ????? ????? ??? ????? ????? ????
????? ????? ???? ?? ??? ?????? ????? ??? ???? ??? ??? ????? ??? ???
Misconception 1: Internationalization must start with marketing. ?????????? ??? ??????? ???????? ??? ????? ?????? ?? ???? ???? ?? ????? ???? ??? ???? ?? ?? ????? ??? ?? ?? ?? ?? ?????? ?? ?????? ???????? ??? ?????? ?????? ?? ????? ???? ???? ?? ???? ????
Misconception 2: Internationalization is more important than domestic. ????? ????? ??????? ?? ????? ?? ??????? ?? ???? ???? ?? ???? ?? ????????? ??????? ?? ????? ????????? ??? ??????? ?? ?????? ?? ?? ?? ??? ???? ?? ?? ?? ??? ????? ????? ??????? ?? ???? ?? ????? ?? ???? ??????? ?? ???? ?????
Misconception 3: Mergers and acquisitions are the best path to internationalization. ??? ???? ??? ???? ???? ?? ?? ??? ??? ??? ???? ??? ?????? ?? ????? ????? ????? ?? ???? ?? ?? ????? ????? ????? ???? ??? ????? ?? ??? ??? ?????? ?? ????? ??? ??? ??? ????? ?? ?????? ?? ????? ??? ??? ??? ???? ??? ???? ???? ???? ?? ?? ??? ??? ??? ??? ???? ??? ?? ????? ?? ???? ??? ?????? ??? ?????? ???? ???? ??????? ???? ?? ??? ??? ????? ?? ???? ???.
Misconception 4: ????? ?? ?????? ?? ???? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ??? ?? ???? ????? ???? ????? ????? ????????? ?? ?????? ??????? ??? ??????? ????? ?? ????? ??? ?? ?? ???????? ????? ????? ???? ???? ????? ????? ???????? ??? ????? ????? ????? ??????? ?? ????? ????? ????? ??? ????? ?????? ?? ????? ?????? ?? ????? ????? ??? ????? ????? ????
??? ???? 5: ??? ?????? ?????? ?? ??? ?????? ?? ??? ?????? ????. ??? ?? ?????? ??? ?? ?? ???? ?? ????? ??: ???? ???? ?????? ?? ????? ?? ??? ????? ??? ??? ??? ???? ?? ??? ???? ?????? ?? ????? ?? ??? ????? ???? ?????? ?????? ?? ?????? ?? ?????? ???? ?? ??? ???? ??? ????? ??????? ?? ??? ??? ?? ??? ????? ???? ?????? ??? ????? ???? ?? ???? ?????? ?? ????? ???? ?? ?? ??? ?? ????? ?????? ?? ????? ???? global brands ???.