Besides these two factors, hostile local environment also may become a barrier for any global firm to share local rights and privileges. This hostility may also be triggered by local regulations that are biased or favorable in local firms so as to promote them and provide them an edge over the international firms over time. Therefore, it is evident from all these aforementioned sources as how a company can face liability of foreignness in international marketing.
Now let us have a look as how the same concept of foreignness can become an asset in an international marketing for any firm. Researchers highlighted three major sources that can make it an asset over time and that are, perceived image and respect, technical and professional expertise, and global connections. Many foreign firms posses knowledge and skills that are either limited or do not exist in local markets. This provides them with the opportunity to tap the local market with their expertise and technical professionalism that will add value to their portfolio. And in this way, foreignness becomes an asset for any company over time resulting from the niche they bring into local market. Besides that, some foreign brands are highly valued in local markets because of the positive perceived image hold by the customer. This provides the opportunity to the foreign firm to tap the local market through their product lines that is highly valued by the target audience. Thus, better and positive perceived image of the foreign brands help them to achieve the asset of foreignness over time. Finally, the third factor of international connections is also valued in domestic factors. Some foreign firms have higher communications and connections globally that provide them an advantage to capitalize them while making entry into a local market. This added advantage helps them to enjoy benefits and advantages that reserved only for international firms by the local government. To conclude, it is evident from the aforementioned analysis as how the similar concept of foreignness in international marketing can become an asset or a liability.