You are the owner of a successful United States company that manufactures and sells a well-known, designer line of luxury handbags and accessories. You are wanting to expand your market by exporting your products internationally. You are also interested in engaging in a contractual mode of entry that involves the least operational complexity and capital investment. Answer the following questions using what you have learned from this week’s readings:
Explain the four steps you would take in developing an export strategy.
What contractual modes of entry exist and which would you consider the most appropriate in meeting your objectives?
Identify two important factors you would consider when determining a product strategy.
When considering an advertising strategy, what are the arguments for and against a standardized strategy versus adapting advertising? Which would you ultimately choose?
