Market entry into the USA [electronic resource] : why European companies fail and how to succeed / Ralf Drews, Melissa Lamson.
Drews, Ralf, author.; Lamson, Melissa, author.
2016
HD58.8
Available Online

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Title Market entry into the USA [electronic resource] : why European companies fail and how to succeed / Ralf Drews, Melissa Lamson.
Author Drews, Ralf, author.
Uniform Title Unternehmenserfolg in den USA. English
ISBN 9783319171241 (electronic book)
3319171240 (electronic book)
9783319171234
DOI https://doi.org/10.1007/978-3-319-17124-1
Published Cham, Switzerland : Springer, 2016.
Copyright ©2016
Language English
Description 1 online resource.
Other Standard Identifiers 10.1007/978-3-319-17124-1 doi
Call Number HD58.8
Dewey Decimal Classification 658.4/06
Summary This book connects a buying psychology driven by American beliefs and values with a companyℓ́ℓs 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 ℓ́ℓgo/no-goℓ́ℓ 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.
Note "Originally published in German with the title "Unternehmenserfolg in den USA"."
Access Note Access limited to authorized users.
Source of Description Online resource; title from PDF title page (viewed August 11, 2015).
Added Author Lamson, Melissa, author.
Series Management for professionals.
Available in Other Form Print version: 9783319171234
Linked Resources Online Access
Record Appears in Online Resources > Ebooks
All Resources
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