In Conclusion
Some firms are attracted to foreign markets by the promise of revenues and profits, others by the prospect of increasing production efficiency. Still others internationalize to subdue competitive pressures or keep pace with rivals. Whatever the rationale, when companies fail in international ventures, it is often because they neglect to conduct a systematic and comprehensive assessment of global market opportunity.11
Although we have presented the six tasks of global market opportunity assessment in a sequence, firms do not necessarily pursue them that way. They may pursue two or more simultaneously. The process is dynamic—market conditions change, partner performance fluctuates, and competitive intensity may increase. These events ...
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