August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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Compared to the costs of hosting stands at trade shows overseas and advertising in a variety of countries, e-marketplaces offer cost-effectiveness to suppliers too.
Balancing activity and control
Ultimately, as with any business expansion, the managers of a company that wants to serve key accounts in several countries or find new key accounts in other countries has to control its expansion without stifling it. Figure 8.3 shows the possibilities and risks. Most companies would aspire to operate somewhere in the middle – controlling resources to a reasonable degree while activities are expanding at a reasonable pace. The options in Figure 8.3 are summarized in Table 8.3.
Figure 8.3 Assessing internationalization risk
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