Entry strategies for international markets
Sage Advice on Going Global Root's perspective is extremely insightful, and clearly the work of one who knows his topics from personal experience. It encapsulates what some of us have taken decades to learn through trial and error. --Larry D. Bouts, president, International Division, Toys-R-Us, Inc. The North American Free Trade Agreement, the new European common market, and the opening of Eastern Europe--among other recent geopolitical developments--have created unprecedented opportunities for American companies seeking to enter foreign markets. This guide offers executives practical advice, recently updated and expanded, on deciding which markets to enter, choosing a product for international distribution, designing an entry strategy, and developing an effective international marketing plan.
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Designing Entry Strategies for International Markets
Deciding on the International Product Candidate
Preliminary Screening of Country Markets
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acquisition Adapted advertising agents American analysis assess behavior branch/subsidiary candidate product cash flows Chapter company's competitive competitors consumers/users contract countertrade country managers country markets cross-cultural communication distributor domestic EMCs entry decisions estimate export entry factors firm foreign investment foreign market entry foreign markets foreign target market franchising global enterprise system gross domestic product host country host government important industrial property International Business Studies international company international managers international market entry investment climate investment entry investor Japan Japanese joint venture licensing agreement licensing venture licensor managers need manufacturer manufacturer's market entry strategies marketing effort marketing mix marketing plan ment Multinational negotiations operations opportunity costs parent company partner patent payment percent planning period policies political risks pragmatic rule product line profit contribution promotion prospective requires revenues segment target country technology package tion trade secrets trademark transfer U.S. companies United variance Wall Street Journal