Technological advances in marketing, logistics, and production have meant that companies big and small can benefit from the wider international market of suppliers and consumers. However, internationalization has also come with its own challenges. Global brands are more sensitive to global events that reverberate across their supply chains and reshape consumer habits. The COVID-19 pandemic brought new challenges to businesses across the globe. Global supply chain disruptions, more people shopping online instead of in stores, and increasing product returns are just a few of the major shifts brands have had to adapt to, in a short space of time. The…

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