June 2021
Intermediate to advanced
608 pages
35h 33m
English
Content preview from Marketing Management, 16th Edition
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Summary
Going abroad involves two major types of risks: general risks associated with entering a new market and specific risks associated with doing business in a different country. When deciding to go abroad, a company must carefully assess the risk–reward ratio for each global market it considers entering.
Deciding whether to go abroad is the first of several decisions a company must make when developing its global strategy. If the company has concluded that going abroad is indeed the best course of action, it must then make a set of more specific decisions, including which markets to enter, how best to enter these markets, the specific marketing program for each market, and the most effective way to structure the marketing organization in ...
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