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• The assessment accounts for various economic factors which may both directly and indirectly affect the organization.  • Some of the common factors include economic growth rates, exchange rates, inflation and international investment. • In the case of McDonald’s, the company actively considers profit viability when assessing potential markets thus affecting the probability of the project.• For example, nations with growing per capita income, consumers are assumed to prefer global brands. • Finally, the preference of consumers also plays a critical role in the company’s expansion

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