Chapter 3

Fundamentals of International Market Research

Managers need objective information and insights in order to make the best decisions for superior performance in international business. For success abroad, as in many of life’s endeavors, it is critical to do your homework. Comprehensive data and insights allow managers to fully capitalize on global market opportunities. Differences in economic conditions, legal systems, physical infrastructure, business practices, as well as obstacles of language and culture, mean that international business is fraught with substantial uncertainty and risk. Internationalizing firms conduct market research to identify opportunities and constraints in individual markets; locate and qualify prospective customers, ...

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