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Entry Strategies For International Markets, Second Revised And Expanded Edition
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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.
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.
作者簡介
FRANKLIN R. ROOT is professor emeritus of international management at the University of Pennsylvania's Wharton School of Business and past president of the Academy of International Business and of the International Trade and Finance Association. He also does extensive consulting work for businesses and government agencies throughout the United States and around the world.
目次
1. The New Global Economy: Challenges and Opportunities
2. Designing Entry Strategies for International Markets
3. Deciding on the International Product Candidate and Target Market
4. Entering International Markets Through Exports
5. Entering International Markets Through Licensing and Other Contractual Arrangements
6. Entering International Markets Through Investment
7. Deciding on the Right Entry Mode
8. Designing the International Marketing Plan
9. Designing and Managing Entry Strategies Across Cultural Differences
10. Designing Entry Strategies for Global Competetive Advantage in Multinational Enterprise Systems
2. Designing Entry Strategies for International Markets
3. Deciding on the International Product Candidate and Target Market
4. Entering International Markets Through Exports
5. Entering International Markets Through Licensing and Other Contractual Arrangements
6. Entering International Markets Through Investment
7. Deciding on the Right Entry Mode
8. Designing the International Marketing Plan
9. Designing and Managing Entry Strategies Across Cultural Differences
10. Designing Entry Strategies for Global Competetive Advantage in Multinational Enterprise Systems
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