For businesses large and small, a global marketplace represents a
source of great promise,and peril. While trade barriers have come
down, and advances in communication and information technology have
made new markets accessible as never before, one false move can
spell disaster, especially for small and midsize companies.
Nevertheless, with a combination of ambitious vision and careful
planning, even the smallest businesses can expand far beyond their
home country's borders.In Global Jumpstart, Ruth Stanat and Chris
West draw on their many years of experience helping companies of
all sizes expand into new markets to offer entrepreneurs a
complete, step-by-step guide to launching a global strategy that
will minimize risk, make the best use of their skills and
resources, and capitalize on opportunities.Applying rigorous
field-tested research and information-gathering techniques and
citing the most current resources, Stanat and West present a
comprehensive and immediately practical program for establishing a
global mind-set, undertaking market research, building competitive
intelligence, assessing customer needs, and evaluating a wide
variety of options for expansion,from, exporting to franchising to
strategic alliances and joint ventures.The book also features the
"global marketing audit," a self-assessment tool for determining
your company's global readiness along many dimensions, including
product mix, human resource capabilities, and sales and
distributions infrastructure. All of the principles are illustrated
through colourful case examples of companies as diverse as Powell
Books of Portland, Oregon Zion View Ostrich Ranch of St. George,
Utah and Applied Sweepers, Inc., Falkirk, Scotland.In many
respects, the question is not whether to go global, but when and
how. For small and midsize firms, the process of going global need
not be overwhelming, as long as they are armed with commitment and
information. Global Jumpstart will be an essential resource for
initiating and sustaining that rewarding process.
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