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 methodologies required for businesses to successfully enter and compete in international markets. Authors Michael R. Czinkota and Ilkka A. Ronkainen, both established experts in international business and trade policy, utilize a combination of theoretical marketing principles and practical business case analysis. The book provides a comprehensive roadmap for navigating the complexities of global expansion, emphasizing the necessity of adapting products and services to diverse cultural and economic environments.
THE SCOPE MAP
What You Will Find
- Strategic entry modes including exporting, licensing, distributorships, and joint ventures
- Tactics for global product promotion and pricing strategies
- Competitive response frameworks for defending domestic market share
- Pedagogical tools such as 'Food for Thought' discussion questions and curated resource lists
Scope Limits
- Does not provide industry-specific deep dives for niche sectors
- Does not cover legal or tax-specific compliance details for individual countries
THE AUTHORITY PERSPECTIVE
Experts frequently cite this work as a foundational text for students and practitioners seeking a structured introduction to international marketing. Readers often note the clarity of the prose and the utility of the practical exercises in applying high-level concepts to real-world business scenarios.
Page Count:
672
Publication Date:
1995-07-28
ISBN-10:
0030168945
ISBN-13:
9780030168949
Business
Economics
Management
International Marketing