Entry Strategies for International Markets,9780787945718

Entry Strategies for International Markets

by
Edition: 2nd
ISBN13: 9780787945718
ISBN10: 0787945714
Format: Paperback
Pub. Date: 1998-10-23
Publisher(s): Jossey-Bass
List Price: $58.13

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Summary

Sage Advice on Going Global Root's perspective is extremely insightful, and clearly the work of one who knows his topics from personal experience. It encapsulates what some of us have taken decades to learn through trial and error. --Larry D. Bouts, president, International Division, Toys-R-Us, Inc. The North American Free Trade Agreement, the new European common market, and the opening of Eastern Europe--among other recent geopolitical developments--have created unprecedented opportunities for American companies seeking to enter foreign markets. This guide offers executives practical advice, recently updated and expanded, on deciding which markets to enter, choosing a product for international distribution, designing an entry strategy, and developing an effective international marketing plan.

Author Biography

FRANKLIN R. ROOT is professor emeritus of international management at the University of Pennsylvania's Wharton School of Business and past president of the Academy of International Business and of the International Trade and Finance Association. He also does extensive consulting work for businesses and government agencies throughout the United States and around the world.

Table of Contents

Figures
xi(2)
Tables
xiii(2)
Preface xv
1. Designing Entry Strategies for International Markets
1(24)
The Elements of Entry Strategy
2(3)
Classification of Entry Modes
5(3)
Factors Influencing the Choice of the Entry Mode
8(7)
Dynamics of Entry Mode Decisions
15(3)
The International Marketing Plan
18(3)
A Logical Flow Model of the Entry Decision Process
21(1)
Summary
21(4)
2. Deciding on the International Product Candidate and Target Market
25(28)
Choosing the Candidate Product
25(4)
Adapting Products for International Markets
29(4)
Preliminary Screening of Country Markets
33(5)
Estimating Industry Market Potentials
38(3)
Estimating Company Sales Potentials
41(5)
Summary
46(4)
Annotated Bibliography of International Statistical Information
50(3)
3. Entering International Markets through Exports
53(32)
Exporting as a Learning Experience
53(2)
Direct Exporting
55(4)
Determining the Direct Export Channel
59(4)
Choosing a Foreign Agent/Distributor
63(7)
Export Operations
70(6)
Getting Started in Export
76(4)
Summary
80(5)
4. Entering International Markets through Licensing and Other Contractual Arrangements
85(38)
Licensing as a Primary Entry Mode
86(2)
Protecting Industrial Property Rights Abroad
88(6)
Profitability Analysis of a Proposed Licensing Venture
94(4)
Negotiating the Licensing Agreement
98(10)
Legal and Government Constraints on Licensing
108(1)
International Franchising
109(3)
Other Contractural Entry Modes
112(6)
Summary
118(5)
5. Entering International Markets through Investment
123(36)
General Appraisal of the Investment Entry Mode
123(3)
The Decision to Invest in a Target Country
126(2)
Analyzing the Foreign Investment Climate: Assessing Political Risk
128(8)
Analyzing the Foreign Investment Project: Assessing Profitability
136(6)
Investment Entry through Acquisition
142(4)
Investment Entry throught Equity Joint Venture
146(7)
Entry Negotiations with Host Governments
153(1)
Summary
154(5)
6. Deciding on the Right Entry Mode
159(12)
The Naive Rule
159(1)
The Pragmatic Rule
160(1)
The Strategy Rule
160(2)
Comparing Entry Modes: An Approach
162(36)
Summary
198
7. Designing the International Marketing Plan
171(32)
The International Marketing Plan
171(4)
Segmenting the Target Country Market
175(4)
Pricing for International Market Entry
179(8)
Deciding on an International Promotion Strategy
187(11)
A Note to the Reader
198(1)
Summary
198(5)
8. Designing Entry Strategies in a Global Enterprise System
203(34)
The Global Enterprise System
203(4)
Organizing the Global Enterprise
207(9)
Planning Entry Strategies in a Global Enterprise System
216(7)
Grouping Country Markets for Common Marketing Strategies
223(4)
Controlling Entry Strategies
227(5)
Summary
232(5)
9. Designing and Managing Entry Strategies Across Cultural Differences
237(28)
What Is Culture?
238(3)
Communicating Across Cultures
241(11)
Negotiating Across Cultures
252(3)
Developing Cultural Understanding
255(4)
Summary
259(6)
Index 265(6)
About the Author 271

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