Description
All business is global. Notwithstanding the ups and downs of international trade over the years and despite all criticisms of globalization’s undesired by products, competing internationally is the new normal for most companies. Sometimes companies proactively seek opportunities in other markets, at other times they are forced to do so. Whatever their motives, and regardless of whether they are small, medium-sized, or large conglomerates, they are all faced with similar challenges. INTERNATIONAL MARKET ENTRY STRATEGIES explores how companies can work through these challenges in a systematic way.
Many times, companies fail internationally because their products or services are not adapted to local consumer tastes or customer needs. In this chapter, methods of assessing a product’s fit with a foreign market are introduced. In addition, mini-cases, additional resources, and tasks and questions are provided.
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