Small businesses who decide that they want to sell their product to other countries may have a hard time because their product is not as well known as the ones that have that "brand name" on them. Knowing this can be very discouraging. Also, not knowing how to go about getting one's business into other countries can be discouraging. Sometimes simple research to make a business better is needed. If it is difficult for an owner to obtain this information, it is very hard for them to find and understand how to get started in a global marketplace, why they should go global, and what managerial practices are needed to make their international business successful. Small businesses also have to understand that there are many other things that they have to consider before they go global such as understanding direct investments, partnerships, joint ventures, and the use of new technologies. All this combined may turn people off to globalization because it seems like just too much work for that small town business.

In the best of all possible worlds, marketers would only have to come up with a great product and a convincing marketing program, and they would have a worldwide winner. But despite the obvious economies and efficiencies they could gain with a standard product and program, many managers fear that global marketing, as popularly defined, is too extreme to be practical. Because customers and competitive conditions differ across countries or because powerful local managers will not stand for centralized decision-making, they argue, global marketing just won’t work.