Export Now E-Book

Frank Lavin

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 306

Veröffentlichungsjahr: 2011

Beschreibung

Learn how your business can tap into foreign markets In Export Now, two international business experts reveal the secrets to taking your company global. Offering a real-life strategy that businesses of any size can use to expand their reach around the world, this book is the ultimate guide to identifying, evaluating, and profiting from global opportunities. Essential reading for any company looking to expand abroad, the book explains the five essentials of international growth. All businesses know they need to get into new markets, but the lack of familiarity, the cultural and language gaps, and the differences in business practices can be intimidating--this book solves these problems, giving you everything you need to grow. * The ultimate handbook for any business looking to go global * Explains the five essentials of international expansion * Written by two experts with years of experience building global businesses around the world Guiding you through the how to's of going global, Export Now is your one-stop resource for expanding your business overseas.

Leseprobe

CONTENTS

Foreword

Acknowledgments

Part One: Why and What: Setting Your Export Goals

Chapter 1: Where’s the World Going?

Trade’s High Benefits and Low Support

Accelerated Economic Change

The Business Impact

A Trend or a Shift?

How This Book Can Help Your Company Export

Chapter 2: Where Are You Going?

Self-Awareness as a Key Business Issue

Key Research Findings on These Issues

Self-Knowledge Case Studies

Gaining the Self-Knowledge to Take Overseas Market Share

Lessons for Legacy Corp.

Knowing Yourself Checklist

Conclusion

Part Two: How: Five Keys to Choosing Your Export Strategy

Chapter 3: Country: Pick the Right One

Key Business Issues for Picking the Right Country

Key Research Findings in Picking the Right Country

The Importance of Picking the Right Country: Case Studies

Lessons for Irrigation Corp.

Country Knowledge Checklist

Conclusion

Chapter 4: Customers: How They Differ

Key Business Issues for Understanding Your Customers in Foreign Markets

Key Research Findings on These Issues

Understanding Your Customer: Four Case Studies

Gaining the Customer Knowledge to Take Overseas Market Share

Lessons for Glass Corp.

Customer Knowledge Checklist

Conclusion

Chapter 5: Competitors: A Different Market

Why Should You Study Competitors?

Key Research Findings on These Issues

Competitor Case Studies

Gaining the Competitor Knowledge to Take Overseas Market Share

Lessons for Fixture Corp.

Competitor Knowledge Checklist

Conclusion

Chapter 6: Capabilities: What You Need to Win

Capabilities as a Key Business Issue

Key Research Findings on These Issues

Capabilities Case Studies

Building the Capabilities to Take Overseas Market Share

Lessons for Tire Corp.

Capabilities Checklist

Conclusion

Chapter 7: Capability Gap: How to Close It

Closing the Capability Gap as a Key Business Issue

Key Research Findings on These Issues

Closing the Capability Gap: Case Studies

Closing the Capability Gap to Take Overseas Market Share

Key Lessons from Tim’s Homemade Fudge

Closing the Capabilities Gap Checklist

Conclusion

Part Three: When: Making Your Export Strategy Happen

Chapter 8: Resource the Strategy

Resource the Strategy as a Key Business Issue

Key Research Findings on These Issues

Resource the Strategy: Case Studies

Resourcing the Strategy to Take Overseas Market Share

Lessons for Kitchen Corp.

Resource the Strategy Checklist

Conclusion

Chapter 9: Bridge the Cultural Gap

Bridging the Cultural Gap as a Key Business Issue

Key Research Findings on Global Norms

How to Adjust to a New Culture

Bridging the Cultural Gap: A Case Study

Basics of Business Interactions Across Cultures

How to Not Step on a Landmine

Lessons for the Silicon Valley Executive in Mexico

Bridging the Cultural Gap Checklist

Conclusion

Chapter 10: Take Action

Key Lessons

Index

Copyright © 2011 by John Wiley & Sons (Asia) Pte. Ltd.

Published in 2011 by John Wiley & Sons (Asia) Pte. Ltd.

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Library of Congress Cataloging-in-Publication Data

ISBN 978-0-470-82816-8 (Hardback)

ISBN 978-0-470-82818-2 (ePDF)

ISBN 978-0-470-82817-5 (eMobi)

ISBN 978-0-470-82819-9 (ePub)

FOREWORD

Globalization means that it has never been easier for your company to enter new markets. Large or small, your company is a part of the global economy today more than ever before. You might find a customer in Korea or Peru. You might find a competitor in France or China. You might license your technology in Mexico and find a distributor in Malaysia. You might enter into a joint venture in Brazil and find an investor in Great Britain who wants you to double your business.

As the Governor of Washington state—the nation’s most trade-dependent state—from 1996 to 2004, I helped open doors for Washington state businesses worldwide. In addition to leading ten productive trade missions to Asia, Mexico, and Europe, I focused on strengthening economic ties between China and Washington state.

This experience gave me a practitioner’s view of the challenges companies face when they enter new markets—as well as the necessity of doing so. We occasionally stumbled as we ventured abroad; not every market entry was easy or simple. But companies learned, we adapted, and we were willing to modify our approach as we went along. During my time as Governor, we more than doubled the state’s exports to China, to over $5 billion per year.

When President Obama asked me to serve as Secretary of Commerce, I saw that companies nationwide were grappling with the same questions and challenges as companies in my own state, but often with fewer resources and even less international experience. I found the same pattern again and again: terrific companies, great products and people, but limited understanding of what it took to compete and win internationally. But I have learned what is possible. Through the National Export Initiative announced in 2010 by President Obama, I am confident we can double U.S. exports and support millions of jobs.

To help achieve the National Export Initiative goals, Frank Lavin (who formerly served as Under Secretary for International Trade at the Commerce Department) and Peter Cohan have produced this timely and useful book. The authors lead you expertly and methodically through the process of exporting goods and services. You will find an effective approach to export planning, including practical tools that give you what many U.S. exporters lack: a plan for entering new markets and finding new buyers. The real-world case studies are filled with examples of how to increase the chances of success and reduce the chances of failure. Today, exporting is easier than ever, and more companies—especially smaller ones—are doing it. But success requires preparation, and this book helps ensure that you prepare thoughtfully and strategically.

Finally, for the American readers of this book, the Department of Commerce’s International Trade Administration is ready to go to work for you as you start to plan your approach to exporting or seek to enter additional country markets. Please visit www.export.gov to find the U.S. Export Assistance Center near you.

I am proud to lead a team of highly capable trade professionals who are dedicated to helping U.S. companies export successfully. Give them a call today.

Gary Locke

Former U.S. Secretary of Commerce

ACKNOWLEDGMENTS

We are deeply grateful for the help of many people during the creation of this book. Richard Edelman, Robert Rehg, Audrey Lavin, Maud Lavin, Abby Lavin, Ann Lavin, Robin Cohan, and Dan Kadison provided support, valuable advice, or help with the copy editing.

Francisco Sanchez, Michelle O’Neill, Courtney Gregoire, Alex Feldman, Izzy Hernandez, Matt Englehardt, Charley Skuba, David Bohigian, Susan Dugan, R.J. Donovan, Susan Lusi, and Andrew Wylegala offered useful feedback on our drafts, helped shape the approach that we used in the book, and worked to ensure that our efforts would reinforce the Department of Commerce’s own efforts.

Chihuahua Cattle & Cotton’s Gary Stowe, WATG’s Howard Wolff, AHAVA’s Yacov Ellis, Celeno’s Gilad Rozen, BrewDog’s James Watt, and GP Graders’ Stuart Payne offered highly useful personal insights into their companies’ export strategies.

We are very grateful to Nick Wallwork, Jules Yap, Janis Soo, and Kristi Hein of John Wiley Asia, who brought this project from idea to finished product.

Henry Winter, Doug Lavin, Robert Roche, Bob Zulkoski, and Michael Jemal of Export Now offered valuable support for our promotion of the book—including lending their company name to the book’s title.

PART ONE

WHY AND WHAT: SETTING YOUR EXPORT GOALS

Chapter One

WHERE’S THE WORLD GOING?

Former Secretary of Commerce Gary Locke pointed out that “it has never been easier for your company to enter new markets.” Indeed, we can sum up the reason for this book—and the reason you need to read it—in one sentence: it has never been easier for a foreign competitor to enter your market, and it has never been easier for you to enter a foreign market. To put it more urgently: the world is not standing still. There is enormous business risk if you try to stand still.

Some people are in denial regarding this core truth, even as they lose market share to foreign competition. Others understand the reality but are paralyzed by the seeming complexity of entering new markets. Let’s face it, if you have been building a successful small business in your home market over the past ten or twenty years, you may think yourself as capable of successfully tackling a foreign market as you are of, well, flying a spaceship. You may think that other people—those with years of training—might well be able to export, but it is not realistic to expect this of the average businessperson.

Fortunately, just about everyone can achieve some level of success in a foreign market—regardless of how much export experience they have to begin with. Those who achieve their business goals understand that every activity involves a degree of uncertainty, even in a home market. Thus tackling a new market may not be much different from expanding capacity at home, launching a new product, or adding a new distribution hub. All of these business tasks involve a bit of a journey and require a bit of wherewithal to prevail. Planning and studying are part of this journey. International business is no different.