- International Product and/or Process Innovators are the big multinationals, relying on international marketing and product innovation. The process innovators tend to supply own label products, relying on export rather than foreign production. All the trends are in favour of both these types of companies - Efficiency Seekers supply commodity products internationally, relying on economies of scale and privileged access to raw material suppliers.They will fare badly - National Own Label Suppliers rely on competitive pricing and speed and flexibility in responding to retailers' demands. They will be negatively affected by globalisation of retailers - National Branders sell branded products on national markets and have little export business or foreign production. They compete on the basis of established brand images and brand management skills with high levels of advertising. They will do badly - Local Companies sell branded or unbranded products locally, relying on local knowledge, competitive pricing and their reputations to survive. They will keep going for some time - Niche Market Suppliers often rely on geography related quality attributes and sell products throughout the EU. They do little R&D or advertising and should do quite well {{MANAGEMENT FEATURE }}