Market Entry into the USA - Why European Companies Fail and How to Succeed (Paperback, Softcover reprint of the original 1st ed. 2016)

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.

General

Imprint:	Springer International Publishing AG
Country of origin:	Switzerland
Series:	Management for Professionals
Release date:	October 2016
First published:	2016
Authors:	Ralf Drews • Melissa Lamson
Dimensions:	235 x 155 x 8mm (L x W x T)
Format:	Paperback
Pages:	125
Edition:	Softcover reprint of the original 1st ed. 2016
ISBN-13:	978-3-319-37327-0
Languages:	English
Subtitles:	German
Categories:	Books > Social sciences > Sociology, social studies > Social institutions > General Books > Business & Economics > Business & management > Management & management techniques > General Books > Business & Economics > Business & management > Sales & marketing > Market research Books > Social sciences > Sociology, social studies > Anthropology > Social & cultural anthropology > General
LSN:	3-319-37327-7
Barcode:	9783319373270

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