Production shift to more efficient producers for reasons of comparative advantage, allowing consumers access to more goods at lower prices than would have been possible without integration. Companies protected in their domestic markets face real problems when the barriers are eliminated and they attempt to compete with more efficient producers. The strategic implication is that companies that were unable to export to another country - even though they might be more efficient than producers there- are now able to export when the barriers come down, creating more demand for their products and less for the protected ones. Investment also might shift to countries that are more efficient or that have a comparative advantage in one or more factors of production.