July 2013
Intermediate to advanced
352 pages
15h 18m
English
In this chapter, you will learn about:
Assessing global market opportunities
Analyzing organizational readiness to internationalize
Assessing the suitability of products and services for foreign markets
Screening countries to identify target markets
Assessing industry market potential
Choosing foreign business partners
Estimating company sales potential
Managers’ choices determine the future of the firm. Making good choices depends on having objective evidence and hard data about what products and services to offer and where to offer them. The more managers know about an opportunity, the better equipped they will be to exploit ...