Entry Strategies for International Markets [Paperback]

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.

Figures xi

Tables xiii

Preface xv

1. Designing Entry Strategies for International Markets 1

The Elements of Entry Strategy 2

Classification of Entry Modes 5

Factors Influencing the Choice of the Entry Mode 8

Dynamics of Entry Mode Decisions 15

The International Marketing Plan 18

A Logical Flow Model of the Entry Decision Process 21

Summary 21

2. Deciding on the International Product Candidate and Target Market 25

Choosing the Candidate Product 25

Adapting Products for International Markets 29

Preliminary Screening of Country Markets 33

Estimating Industry Market Potentials 38

Estimating Company Sales Potentials 41

Summary 46

Annotated Bibliography of International Statistical Information 50