Chapter 2

Global Market Opportunity Assessment

Making good choices determines the success of entry and operations in foreign markets. Good decision making hinges on obtaining information about which products and services to offer and where and how to offer them. The more you know about an opportunity, the better equipped you will be to exploit it. Data and information on business opportunities are particularly critical in international markets, which are characterized by substantial uncertainty and risk.

Central to research success is identifying and defining the most promising business opportunities abroad. A global market opportunity is a favorable combination of circumstances, locations, or timing that offers prospects for exporting, investing, ...

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