John E. Timmerman is a professor of marketing at The University of Tennessee at Martin, and his research is about global business and marketing. This article analysis the critical factors and offers a model to help the company to select an appropriate strategy in international market. Moreover, this article review the arguments about the strategies of globalization and localization. Besides, these arguments about strategies between globalization and localization could help me to understanding these two strategies and be my background information . Furthermore, I could use the model of this article to analysis the relationship between the two strategies. However, this article was published in 1999, it is an obsolete article.