Chapter 9 Global Market Opportunity Assessment
Learning Objectives
In this chapter, you will learn about:
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Assessing global market opportunities
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Analyzing organizational readiness to internationalize
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Assessing the suitability of products and services for foreign markets
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Screening countries to identify target markets
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Assessing industry market potential
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Choosing foreign business partners
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Estimating company sales potential
Assessing Global Market Opportunities
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 ...
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