Chapter 4 Entering Foreign Markets

DOI: 10.1201/9781003037446-6

I believe it is a mistake to open a factory overseas without first having a sales and marketing system established and knowing the market very well. My view is that you must first learn about the market, learn how to sell to it, and build up your corporate confidence before you commit yourself. And when you have confidence, you should commit yourself wholeheartedly.

Akio Morita, Co-founder, Sony Corporation (1921–1999)

On December 31, 2010, Bobbie Johnson, then the European editor for GigaOm—a media company with a focus on technology—wrote a piece about Netflix at with the title: “Will Netflix go global in 2011? Maybe, but it won’t be easy.”1 The US-based Netflix ...

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