International marketing has a wide interest area comparing it with internal marketing. The enterprise that develops international marketing activities has to support some risks that are not common and usual for an enterprise that operates only on national level. The risk level is directly increasing with the investment level. Before the investment is done, the enterprise should understand that the risks that are taken in an international market are not the same than in the internal market. The criteria that are taken into consideration to evaluate this risk, are: political stability, attitude for foreign investments, inflation, balance of payment, economic development, monetary stability, legislation, infrastructure, available financial resources.

International marketing, international strategies, investments in external market