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Market Entry into the USA - Why European Companies Fail and How to Succeed (Hardcover, 1st ed. 2016)
Loot Price: R1,870
Discovery Miles 18 700
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Market Entry into the USA - Why European Companies Fail and How to Succeed (Hardcover, 1st ed. 2016)
Series: Management for Professionals
Expected to ship within 12 - 17 working days
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This book connects a buying psychology driven by American beliefs
and values with a company's go-to market strategy, the goal being
to sensitize readers to how the cultural values of a particular
country or region can impact the business environment. The book
also addresses the reasons behind these differences and therefore
begins with a detailed cultural comparison of the United States and
Europe, and assessments of how these characteristics impact their
respective markets and customer behavior differently. Another
aspect that sets this book apart is that it argues for sound
decision-making processes as the first priority in any
international business strategy. Readers are provided detailed
insights into the variables a European company needs to understand
before it makes its "go/no-go" decision, along with the tools
needed to evaluate the probability of success and the risks of
going to market. Once a company decides to enter the US market, the
book then offers a highly customer-centric approach to developing
and executing an effective market strategy.
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