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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acquisition adaptation advertising American analysis assess behavior branch/subsidiary Bridgestone Business Week candidate product cash flows Chapter competitive competitors contract costs coun countertrade country markets culture customers distributor domestic EMCs entry decision entry mode decision entry pricing entry strategy estimate European export entry factors firms foreign investment foreign markets foreign target market franchising gross domestic product home country host government Ikea important international business international company 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 mix marketing plan ment negotiations operations opportunity costs pany patent payment percent planning period policies political risk pragmatic rule pricing strategy prod product line profit contribution promotion prospective requires revenues segment sole venture subsidiaries target country technology package ternational tion tional trade secrets trademarks transfer U.S. companies U.S. exports United