Adopting a clear global perspective, this textbook is an essential introduction to the challenges of the international business environment. The book begins by setting the global context and evaluating the idea of international industries, the world economy, and the threats and opportunitiesof global markets. The authors then identify the core issues faced by businesses and the dynamic socio-cultural, technological, political, legal, and ecological environments in which they operate. Case studies are sourced from almost every continent in the world, including a wealth of examples fromthe emerging markets of Africa, South America, and Asia. This unique combination of accessible theory, diverse case studies, and reflection points will prepare the reader for academic success and develop the professional skills required to excel in their future global business career.