Chapter 12 Global Market Opportunity Assessment

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Learning Objectives

After studying this chapter, you should be able to:

  1. 12.1 Understand how firms conduct a formal assessment of readiness to internationalize.

  2. 12.2 Determine the suitability of products and services for foreign markets.

  3. 12.3 Describe the method firms use to screen countries to identify target markets.

  4. 12.4 Understand how companies conduct in-depth assessment of industry-specific market potential.

  5. 12.5 Explain how companies identify and choose foreign business partners.

  6. 12.6 Determine how managers estimate a company’s sales potential.

Estimating Demand ...

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