Achieving success in the global marketplace is now a little easier thanks to this practical and comprehensive guide. International opportunities are not limited to the Fortune 500. Winning in the Global Market: A Practical Guide to International Business Success is a resource that will enable firms of all experience levels to explore the possibilities international markets hold and, if they are already engaged, to improve current international operations. Practical and easily understood, the guide synthesizes well-established approaches to global business best practices and shares the most…mehr
Achieving success in the global marketplace is now a little easier thanks to this practical and comprehensive guide. International opportunities are not limited to the Fortune 500. Winning in the Global Market: A Practical Guide to International Business Success is a resource that will enable firms of all experience levels to explore the possibilities international markets hold and, if they are already engaged, to improve current international operations. Practical and easily understood, the guide synthesizes well-established approaches to global business best practices and shares the most cutting-edge ways of dealing with today's dynamic international business environment. Readers are shown how to conduct an international SWOT analysis that can spell the difference between failure and success and are taken sequentially through issues that must be addressed to compete in the international arena. Regardless of a firm's current status, the book will prove invaluable in answering four critical questions: which market, or markets, to enter (or continue in); when to do so; what the scale or scope of entry should be; and when it is appropriate to make changes.
Bruce D. Keillor, PhD, is associate professor of marketing and international business at Youngstown State University, Youngstown, OH.
Inhaltsangabe
Introduction PART I UNDERSTANDING THE INTERNATIONAL MARKETPLACE 1 The Strategy of International Business Introduction What Make International Business Unique? The Market Environment The Coordination of Strategy Options Entering International Markets "To Be or Not to Be.": Is Being International an Option? Summary 2 Assessing the Market Environment: Identifying Real and Perceived Threats Introduction The Demographic Environment The Economic Environment: Where's the Money? The Competitive Environment The Technological Environment Summary 3 Assessing the Political Environment: Beyond the Marketplace Introduction What Is the Political Environment? The Marketplace as a Nation-State Sources of Authority in a Nation-State The Political Environment and International Business When Firms and Governments Collide Assessing Political Vulnerability Conducting an Assessment of the Political Environment Summary 4 The Social Imperative: Culture and Cultural Differences Introduction What Is "Culture"? The Ingredients of Culture Culture and International Business: Internal Organizational Challenges Culture and Market Activities: Impact on Strategy Summary PART II PLANNING FOR THE INTERNATIONAL MARKETPLACE 5 Market Selection: Choosing Your Destination Introduction The Market Selection Process The Physical Environment and Market Selection How Can the Physical Environment Impact International Business? The Market Selection Process: Preliminary Issues The Market Selection Process: Input Variables The Market Selection Process: Choice Summary 6 Market Entry: Making Strategic Decisions Introduction Firm-Related Determinants Market-Related Determinants Market Entry Strategy Options Exporting as an Entry Strategy Partnerships as an Entry Strategy Foreign Direct Investment as an Entry Strategy Summary 7 Creating a Value Chain: Connecting with Your Customer Introduction The Global Buying Market: Understanding Your Customer The Role of Information in the International Value Chain What Makes an International Value Chain Unique? International Value Chain Strategy Relevant Issues in Constructing an International Value Chain Keys to Success When Dealing with International Value Chain Members Summary PART III GOING INTERNATIONAL 8 Making Your Business Viable: Creating an International Product Strategy Introduction Product Concept Determination Product Design Strategy Product Management Strategy Summary 9 Making Your Product Viable: Creating an International Promotion Strategy Introduction Promotion Is Communication The International Promotional Mix Formulating an International Promotional Mix Strategy Standardizing Your Message: Choice Criteria Standardizing Your Message: Transferability Coordination of Product and Promotional Strategy Summary 10 Putting It All Together: Creating an International Business Plan Introduction Objectives, Strategies, and Tactics: Making the Distinction Assessing the Environment The Sociocultural Imperative Making Strategic Decisions to Enter an International Market Summary Appendix: A Toolkit for Developing an International Business Plan Doing an Exporting SWOT Analysis Where to Get Help What about Foreign Trade Zones? Bibliography Index
Introduction PART I UNDERSTANDING THE INTERNATIONAL MARKETPLACE 1 The Strategy of International Business Introduction What Make International Business Unique? The Market Environment The Coordination of Strategy Options Entering International Markets "To Be or Not to Be.": Is Being International an Option? Summary 2 Assessing the Market Environment: Identifying Real and Perceived Threats Introduction The Demographic Environment The Economic Environment: Where's the Money? The Competitive Environment The Technological Environment Summary 3 Assessing the Political Environment: Beyond the Marketplace Introduction What Is the Political Environment? The Marketplace as a Nation-State Sources of Authority in a Nation-State The Political Environment and International Business When Firms and Governments Collide Assessing Political Vulnerability Conducting an Assessment of the Political Environment Summary 4 The Social Imperative: Culture and Cultural Differences Introduction What Is "Culture"? The Ingredients of Culture Culture and International Business: Internal Organizational Challenges Culture and Market Activities: Impact on Strategy Summary PART II PLANNING FOR THE INTERNATIONAL MARKETPLACE 5 Market Selection: Choosing Your Destination Introduction The Market Selection Process The Physical Environment and Market Selection How Can the Physical Environment Impact International Business? The Market Selection Process: Preliminary Issues The Market Selection Process: Input Variables The Market Selection Process: Choice Summary 6 Market Entry: Making Strategic Decisions Introduction Firm-Related Determinants Market-Related Determinants Market Entry Strategy Options Exporting as an Entry Strategy Partnerships as an Entry Strategy Foreign Direct Investment as an Entry Strategy Summary 7 Creating a Value Chain: Connecting with Your Customer Introduction The Global Buying Market: Understanding Your Customer The Role of Information in the International Value Chain What Makes an International Value Chain Unique? International Value Chain Strategy Relevant Issues in Constructing an International Value Chain Keys to Success When Dealing with International Value Chain Members Summary PART III GOING INTERNATIONAL 8 Making Your Business Viable: Creating an International Product Strategy Introduction Product Concept Determination Product Design Strategy Product Management Strategy Summary 9 Making Your Product Viable: Creating an International Promotion Strategy Introduction Promotion Is Communication The International Promotional Mix Formulating an International Promotional Mix Strategy Standardizing Your Message: Choice Criteria Standardizing Your Message: Transferability Coordination of Product and Promotional Strategy Summary 10 Putting It All Together: Creating an International Business Plan Introduction Objectives, Strategies, and Tactics: Making the Distinction Assessing the Environment The Sociocultural Imperative Making Strategic Decisions to Enter an International Market Summary Appendix: A Toolkit for Developing an International Business Plan Doing an Exporting SWOT Analysis Where to Get Help What about Foreign Trade Zones? Bibliography Index
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