Winning in the Global Market: A Practical Guide to International Business Success
208
Winning in the Global Market: A Practical Guide to International Business Success
208Hardcover
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Overview
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.
Product Details
| ISBN-13: | 9780313398322 |
|---|---|
| Publisher: | Bloomsbury Academic |
| Publication date: | 11/15/2011 |
| Pages: | 208 |
| Product dimensions: | 6.10(w) x 9.40(h) x 1.00(d) |
About the Author
Table of Contents
Introduction xi
Part I Understanding the international marketplace
1 The Strategy of International Business 3
Introduction 3
What Make International Business Unique? 4
The Market Environment 5
The Coordination of Strategy Options 8
Entering International Markets 14
"To Be or Not to Be ...": Is Being International an Option? 15
Summary 17
2 Assessing the Market Environment: Identifying Real and Perceived Threats 19
Introduction 19
The Demographic Environment 20
The Economic Environment: Where's the Money? 23
The Competitive Environment 26
The Technological Environment 33
Summary 35
3 Assessing the Political Environment: Beyond the Marketplace 37
Introduction 37
What Is the Political Environment? 38
The Marketplace as a Nation-State 40
Sources of Authority in a Nation-State 42
The Political Environment and International Business 45
When Firms and Governments Collide 46
Assessing Political Vulnerability 48
Conducting an Assessment of the Political Environment 49
Summary 51
4 The Social Imperative: Culture and Cultural Differences 53
Introduction 53
What Is "Culture"? 54
The Ingredients of Culture 56
Culture and International Business: Internal Organizational Challenges 59
Culture and Market Activities: Impact on Strategy 62
Summary 64
Part II Planning for the international marketplace
5 Market Selection: Choosing Your Destination 69
Introduction 69
The Market Selection Process 69
The Physical Environment and Market Selection 71
How Can the Physical Environment Impact International Business? 72
The Market Selection Process: Preliminary Issues 73
The Market Selection Process: Input Variables 74
The Market Selection Process: Choice 77
Summary 79
6 Market Entry: Making Strategic Decisions 81
Introduction 81
Firm-Related Determinants 82
Market-Related Determinants 83
Market Entry Strategy Options 84
Exporting as an Entry Strategy 84
Partnerships as an Entry Strategy 88
Freign Direct Investment as an Entry Strategy 93
Summary 96
7 Creating a Value Chain: Connecting with Your Customer 97
Introduction 97
The Global Buying Market: Understanding Your Customer 98
The Role of Information in the International Value Chain 102
What Makes an International Value Chain Unique? 104
International Value Chain Strategy 106
Relevant Issues in Constructing an International Value Chain 109
Keys to Success When Dealing with International Value Chain Members 111
Summary 112
Part III Going International
8 Making Your Business Viable: Creating an International Product Strategy 115
Introduction 115
Product Concept Determination 116
Product Design Strategy 117
Product Management Strategy 122
Summary 130
9 Making Your Product Viable: Creating an International Promotion Strategy 131
Introduction 131
Promotion Is Communication 132
The International Promotional Mix 134
Formulating an International Promotional Mix Strategy 139
Standardizing Your Message: Choice Criteria 141
Standardizing Your Message: Transferability 145
Coordination of Product and Promotional Strategy 148
Summary 149
10 Putting It All Together: Creating an International Business Plan 151
Introduction 151
Objectives, Strategies, and Tactics: Making the Distinction 155
Assessing the Environment 159
The Sociocultural Imperative 167
Making Strategic Decisions to Enter an International Market 169
Summary 170
Appendix: A Toolkit for Developing an International Business Plan 171
Doing an Exporting SWOT Analysis 171
Where to Get Help 182
What about Foreign Trade Zones? 183
Bibliography 185
Index 187
What People are Saying About This
"I will certainly be recommending Bruce Keillor's book to the many people I work with in London, who are keen to enter the global market place. It is a roadmap (or even a satnav!) for all aspiring, entrepreneurially minded marketers in the new Europe and beyond."
“Bruce Keillor has assembled a thought-provoking and comprehensive roadmap to the perils and promises of doing global business. This should be on the bookshelf of anyone planning to or already engaged in international business.”