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| Author: | Furber, R. |
| Title: | Establishing a drinks company in the Third World. |
| Journal: | European Journal of Marketing
1990 : VOL. 24:4, p. 4-10 |
| Index terms: | ALCOHOLIC DRINKS INDUSTRY DEVELOPING COUNTRIES MARKETING |
| Language: | eng |
| Abstract: | The market for branded wine and spirit products in the economies of the Western world is declining, but opportunites for growth in the Third World are real. The main problems of establishing a business abroad are: 1. managerial (personal inability to adjust to the new surroundings); 2. political (four types of economic development strategy: basic needs, indigenious modernization, appropriate technology and isolation); 3. product related (choice, sourcing, duties, etc.) 4. partners (a number of reasons call for joint venture); 5. financial (initial outlay must return as soon as possible). Greater degree of risk is attached to investment in the Third World than in a Western economy. |
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