Zippo lighters have been around for more than 75 years. But as the number of smokers in the United States continues to decline, Zippo has spent the last half-century scouting the world for new markets. Today, Zippo is a status symbol among Chinese consumers, who prefer U.S. products. To reduce the sale of made-in-China knockoffs, Zippo’s ads show Chinese consumers how to identify a real Zippo. In addition, Zippohas worked with U.S. government officials to find a safe way to package its lighters for air travel. Both of these examples demonstrate a firm adapting to requirements of a new marketplace. Do you think a global marketing strategy or a multidomestic strategy would work best if Zippo decided to enter other markets? Explain the reasons for your choice

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