Assessing the Suitability of Products and Services for Foreign Markets
12.2 Determine the suitability of products and services for foreign markets.
Once management has confirmed the firm’s readiness to internationalize, it next determines the suitability of its products and services for foreign markets. Most companies produce a portfolio of offerings, some or all of which may be suitable for selling abroad. In other cases, firms develop products specifically for promising international markets.
One of the simplest ways to find out whether a product or service will sell abroad is to ask intermediaries in the target market about likely local demand for it. Managers also might attend an industry trade fair in the target market and interview prospective ...
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