What strategy was Procter & Gamble pursuing when it first entered foreign markets in the period up until the early $1990$s$?$ Remember what we discussed in class about the strategy when the companies were using in the very first stage of global expansion.

Why do you think this strategy became less viable in the $1990$s$?$

What strategy does Proctor & Gamble appear to be moving toward? What are the benefits of this strategy? What are the potential risks associated with it$?$