Entry Strategies for International Markets

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Lexington Books, 1994 - Business & Economics - 324 pages
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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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About the author (1994)

Root is professor emeritus of international management at the University of Pennsylvania's Wharton School of Business, and is past president of the Academy of International Business and of the International Trade and Finance Association.

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