A fundamental challenge facing internationalizing firms centers on finding solutions to managerial problems in multiple international markets. This challenge is compounded by the need to acquire a substantive understanding of those markets, with a view to achieving satisfactory performance, given a limited base of organizational resources. In this book we offer a comprehensive treatment of the research issues that international business managers face when contemplating market entry, engaging consumers in markets that they have entered, maintaining market share in those markets, growing from those positions, and expanding from those markets to newer opportunities abroad. The book describes how to initiate an international research ...
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