Includes bibliographical references (pages [185]-186) and index.
Contents:
Part I : Understanding the international marketplace. The strategy of international business -- Assessing the market environment : identifying real and perceived threats -- Assessing the political environment : beyond the marketplace -- The social imperative : culture and cultural differences -- -- Part II : Planning for the international marketplace. Market selection : choosing your destination -- Market entry : making strategic decisions -- Creating a value chain : connecting with your customer -- -- Part III : Going international. Making your business viable : creating an international product strategy -- Making your product viable : creating an international promotion strategy -- Putting it all together : creating an international business plan.
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