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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.

Tabla de contenidos provista por Syndetics

• 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

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CHOICE Review

Root (University of Pennsylvania's Wharton School) has written what might be called a how-to book on entry into international trade. He covers various aspects of international trade including energy strategies, entry through exporting, licensing a foreign firm, and setting up a plant abroad. He also touches on the problem of cultural differences in foreign markets as compared with selling within the US. The book's tables and flow charts serve as checklists and guides, covering items like the distributor's contracts, licensing, and evaluating the foreign investment climate. For those wanting coverage of entry into markets in the less developed areas, a useful supplement would be Erdener Kaynak's Marketing and Economic Development (CH, Feb '87). Upper-division, graduate and professional collections.-E. Marcus, formerly Brooklyn College, CUNY