Articles liés à An Ugly American's Guide To International Business
Synopsis
For decades I’ve been consulting with American firms on how to engage in global business, showing them how to enter overseas markets and how to work with international partners. Unfortunately, many companies don’t want to think that their approach could be wrong or in any way flawed. Many firms don’t want to learn better practices; the entire subject is uncomfortable.
Often firms avoid bringing in professional advice, which would have forced them to challenge their own assumptions.
As an international marketing jock, I had to remember that my own personal marketing also has to be about differentiation. Then lightning struck me. An "Aha" moment! Instead of teaching these firms HOW to do business, why don’t we talk about how NOT to? Wouldn’t that be fun as it gets my point across? Witness the rebirth of An Ugly American.
When having sophisticated discussions about foreign market entry, it’s important to point out our own notions and our own limitations.
And we need to laugh about how ridiculous we might seem to the outside world.
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An Ugly American's Guide To International Business
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An Ugly American's Guide To International Business
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Taschenbuch. Etat : Neu. Neuware - For decades I've been consulting with American firms on how to engage in global business, showing them how to enter overseas markets and how to work with international partners. Unfortunately, many companies don't want to think that their approach could be wrong or in any way flawed. Many firms don't want to learn better practices; the entire subject is uncomfortable. Often firms avoid bringing in professional advice, which would have forced them to challenge their own assumptions.As an international marketing jock, I had to remember that my own personal marketing also has to be about differentiation. Then lightning struck me. An 'Aha' moment! Instead of teaching these firms HOW to do business, why don't we talk about how NOT to Wouldn't that be fun as it gets my point across Witness the rebirth of An Ugly American.When having sophisticated discussions about foreign market entry, it's important to point out our own notions and our own limitations.And we need to laugh about how ridiculous we might seem to the outside world. N° de réf. du vendeur 9798191360454
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An Ugly American's Guide To International Business (Paperback)
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Paperback. Etat : new. Paperback. For decades I've been consulting with American firms on how to engage in global business, showing them how to enter overseas markets and how to work with international partners. Unfortunately, many companies don't want to think that their approach could be wrong or in any way flawed. Many firms don't want to learn better practices; the entire subject is uncomfortable. Often firms avoid bringing in professional advice, which would have forced them to challenge their own assumptions.As an international marketing jock, I had to remember that my own personal marketing also has to be about differentiation. Then lightning struck me. An "Aha" moment! Instead of teaching these firms HOW to do business, why don't we talk about how NOT to? Wouldn't that be fun as it gets my point across? Witness the rebirth of An Ugly American.When having sophisticated discussions about foreign market entry, it's important to point out our own notions and our own limitations.And we need to laugh about how ridiculous we might seem to the outside world. This item is printed on demand. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability. N° de réf. du vendeur 9798191360454
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