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.

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.

Die USA ist nach wie vor die erste Anlaufstelle fur europaische Investoren und wird dies auchin Zukunft bleiben. Obwohl viele Firmen dies erkannt haben, zeigt eine Studie, dass 70% aller Auslandsinvestitionen scheitern zumeist aufgrund von Fehlkommunikation und mangelndem kulturellen Verstandnis.

In ihrem Buch bringen Ralf Drews und Melissa Lamson die Bedurfnisse US-amerikanischer Kunden mit europaischen Go-to-Market-Strategien zusammen. Sie vermitteln anschaulich, wie die US-amerikanische Kultur das Geschaftsleben und damit Entscheidungsprozesse, Kaufinteresse und Kundenloyalitat beeinflusst. Abgeleitet aus Interviews mit Managern fuhrender europaischer Unternehmen mit Tatigkeitsfeldern in den USA, bietet das Buch zahlreiche praktische Tipps und Erkenntnisse. Daruber hinaus werden Umsetzungstools, wie das US Buying-Decision Model, das Organizational Readiness Survey und das Go-To Market Decision Diamond Tool vorgestellt.

Vielen europaischen Manager, die auf dem US-amerikanischen Market aktiv werden wollen, ist nicht bewusst, wie gross ihre Wissenslucke eigentlich ist. Dieses Buch hilft Ihnen ihre Lernkurve erheblich zu verkurzen

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