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This paper shows how U.S. companies use global standards to overcome technical trade barriers and increase existing or create new trade opportunities in the global marketplace. The paper provides case study illustrations of how companies have used global standards to challenge national standards as being restrictive trade barriers; provide business opportunities by unifying technical requirements, thereby unifying markets; enhance production by producing and marketing the same product globally; and gain access to new markets that are emerging as the result of rapidly changing political, social, and economic conditions.