Author Description
Global Positioning Ventures Ahead alerts every business to the new windows of opportunity open to those willing to explore global markets. Authors Czinkota and Ronkainen bring readers quickly up to speed on the essentials of international marketing, explaining all the strategic alternatives for going global—from exporting and licensing to distributorships and joint ventures. They illustrate how to present, promote, and price products and services to appeal to multiple world markets and how to strike back when world competitors move into one’s territory.Each chapter concludes with " Food for Thought " questions that challenge the reader to think more deeply about entry into the global market, as well as further readings and online resources that provide useful references for continuing investigation.Global Positioning Ventures Ahead equips readers with the skills to ride out the risks and reap the rewards of world-class engagement.
Menrva's Summary
THE THESIS
This text investigates the strategic frameworks and operational requirements necessary for businesses to successfully enter and compete in international markets. Authors Michael R. Czinkota and Ilkka A. Ronkainen utilize their extensive academic and practical expertise in international business to provide a comprehensive guide for navigating global trade. The book argues that global expansion is a viable and necessary strategy for growth, provided that firms properly assess risks and adapt their marketing mix to diverse cultural and economic environments.
THE SCOPE MAP
What You Will Find
- Strategic entry modes including exporting, licensing, distributorships, and joint ventures
- Methodologies for product adaptation, international promotion, and global pricing strategies
- Competitive analysis techniques for defending domestic market share against foreign entrants
- Pedagogical tools such as "Food for Thought" discussion questions and curated online resources
Scope Limits
- The text does not provide specific legal advice for individual countries or jurisdictions
- It does not cover highly specialized niche industry regulations or tax law complexities
THE AUTHORITY PERSPECTIVE
Experts and academics frequently cite this work as a foundational text for students and practitioners seeking a structured overview of international marketing principles. Readers often note the clarity of the prose and the practical utility of the strategic alternatives presented throughout the chapters.
Page Count:
648
Publication Date:
1996-11-01
ISBN-10:
0030106494
ISBN-13:
9780030106491
Business
Economics
International Marketing
Strategy
Management