Resource management, distribution, promotion, and personnel management in daily overseas operations are considered. An executive, an attorney, and a strategic planning consultant discuss their roles in assisting U.S. companies develop strategic plans for entering the global marketplace. Executives involved in overseas product development explain how they analyze customer and cultural requirements. A Japanese business expert talks about understanding the Japanese business environment. International Marketing Management Examines the importance of understanding cultural values, religious beliefs, business taboos, and language before designing a marketing campaign for sale of a product or service overseas.
Marketing executives discuss international sales strategies.
Examples of print and video ads, developed for European and Hispanic markets, support the discussion. Managing Across Cultures Explores the complexity of negotiating business agreements with local businessmen and government officials from another culture. Potential problems in communications and the importance of nonverbal actions and cues are highlighted. High school students are seen participating in a simulation involving international negotiation in a French cultural setting, and experts discuss how negotiating styles differ from one culture to another. Internal Assignment Explores the assignment of American employees to overseas posts, often in Third World countries.