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| Author: | Simmonds, K. |
| Title: | International marketing - avoiding the seven deadly traps |
| Journal: | Journal of international marketing
1999 : VOL. 7:2, p. 51-62 |
| Index terms: | International marketing Competition Customer relationship management (CRM) |
| Language: | eng |
| Abstract: | The essence of this article is that when firms expand beyond single market boundaries, problems grow exponentially. Poor selection of markets, underestimation of competitors, misunderstanding of customer differences, and entry at the wrong price are all common pitfalls. So, too, are the failure to contemplate what expansion within any one market will imply and the choice of inappropriate partners. |
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