Living in Japan, I have been involved in exporting and developing overseas markets for over 2 decades and found EXPORT & IMPORT, Winning in the Global Marketplace a great confirmation of many of my activities. For me it took at least 10 years to learn what is explained in this book. For anyone interested expanding overseas it is a valuable resource to get someone started successfully quickly.
In spite of my experience, two points made in the book is of critical importance. One is to learn the current user pricing of your product in the market you wish to sell in. Second is to evaluate the different distribution methods in that market to reach that user and how to calculate margins. Too many companies (including mine), simply export and have no idea what the user pays for the products.
Good job Leif!!
Ronald (Ron) D. McFarland,
Overseas General Department Manager
Unika Company Limited. Tokyo
www.unica.co.jp
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