This book explores the impact of Japanese and European nontariff
barriers (NTBs) on the international marketing, investment, and
technology strategies of small- to medium-sized high-technology
U.S. firms. The study documents a pronounced dichotomy between
strategies of small and large companies that, to a significant
extent, reflects the gap in the resources, bargaining power, and
familiarity with foreign markets of these two groups. Conclusions
concerning the efficacy of corporate strategies adopted are
supported by an analysis of over 20 case studies. These strategies
range from licensing agreements with local firms to use of a
trading company or local distributor, formation of a joint venture
with a local firm, and establishment of a wholly owned subsidiary
in the foreign market.
General
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