An international entrepreneur, whether through exporting, licensing, or foreign direct investment, "creates wealth and employment that benefits individuals and nations". Over the past 20 years, Brazil and Mexico have been seen as leaders in the emerging markets of Latin America and are seen as attractive for trade and foreign investment. Nonetheless, achieving success in emerging economies requires that international entrepreneurs constantly consider factors beyond their control such as “economics, politics, technology and culture”. For example, planning for a business in a foreign country requires knowledge of the “differences in levels of economic development; currency valuations; government regulations, banking, venture capital, marketing and distribution systems”. Furthermore, international entrepreneurs can accomplish their goals in spite of “newness and smallness by conducting themselves in appropriate manners prescribed and sanctioned by the institutional environment” of that country.