Skip to Main Content
Global Marketing Management, 6th Edition
book

Global Marketing Management, 6th Edition

by Masaaki Kotabe, Kristiaan Helsen
February 2014
Beginner content levelBeginner
696 pages
34h 21m
English
Wiley
Content preview from Global Marketing Management, 6th Edition

images

imagesHAPTER OVERVIEW

  1. ORGANIZING FOR EXPORTS
  2. INDIRECT EXPORTING
  3. DIRECT EXPORTING
  4. MECHANICS OF EXPORTING
  5. ROLE OF THE GOVERNMENT IN PROMOTING EXPORTS
  6. MANAGING IMPORTS–THE OTHER SIDE OF THE COIN
  7. MECHANICS OF IMPORTING
  8. GRAY MARKETS

Exporting is the most popular way for many companies to become international. The main reasons for this are that (1) exporting requires minimum resources while allowing high flexibility, and (2) it offers substantial financial, marketing, technological, and other benefits to the firm. Because exporting is usually the first mode of foreign entry used by many companies, exporting early tends to give them first-mover advantage.1 However, exporting requires experiential knowledge. Exporters must acquire foreign market knowledge (i.e., clients, market needs, and competitors) and institutional knowledge (i.e., government, institutional framework, rules, norms, and values) as well as develop operational knowledge (i.e., capabilities and resources to engage in international operations).2 Selling to a foreign market involves numerous high risks arising from the lack of knowledge of and unfamiliarity with foreign environments, which can be heterogeneous, sophisticated, and turbulent. Furthermore, conducting market research across national boundaries is more difficult, complex, ...

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Start your free trial

You might also like

Marketing Management: The Big Picture

Marketing Management: The Big Picture

Christie L. Nordhielm, Marta Dapena-Baron
Global Business Strategy, 2nd Edition

Global Business Strategy, 2nd Edition

Dr. Cornelis A. de Kluyver, Dr. John A. Pearce II

Publisher Resources

ISBN: 9781118466483Purchase book