CHAPTER 12
Marketing and Negotiating Transnationally
Can the same campaign be used in more than one country? It is important to understand the values and beliefs of the other negotiators.
The stakes are high in a global environment. In his book Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers, Geoffrey Moore wrote:
High-tech inventiveness and marketing expertise are two cornerstones of the U.S. strategy for global competitiveness. We ceded the manufacturing advantage to other countries long ago. If we cannot at least learn to predictably and successfully bring high-tech products to market, our counterattack will falter, placing our entire standard of living in jeopardy.
For most business professionals, ...
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