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International Business, 3rd Edition by Vyuptakesh Sharan

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17

International Market Strategy

pearson

South Africa

 

CHAPTER OBJECTIVES

An MNC has to compete not only with other MNCs but also with the domestic units in a host country as far as the marketing its products is concerned. So it follows that an appropriate marketing strategy is crucial. The present chapter deals with this aspect and aims to:

  • Explain the process of identifying the market and of estimating the demand potential.
  • Delineate the product strategy—whether to go for a standard product for all the markets or to adapt the product for different markets.
  • Explain the pricing strategy—the basis of pricing strategy and various kinds of pricing ...

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