Frank Lavin & Peter Cohan 
Export Now 
Five Keys to Entering New Markets

Learn how your business can tap into foreign markets

In Export Now, two international business experts reveal
the secrets to taking your company global. Offering a real-life
strategy that businesses of any size can use to expand their reach
around the world, this book is the ultimate guide to identifying,
evaluating, and profiting from global opportunities.

Essential reading for any company looking to expand abroad, the
book explains the five essentials of international growth. All
businesses know they need to get into new markets, but the lack of
familiarity, the cultural and language gaps, and the differences in
business practices can be intimidating—this book solves these
problems, giving you everything you need to grow.

* The ultimate handbook for any business looking to go
global

* Explains the five essentials of international expansion

* Written by two experts with years of experience building global
businesses around the world

Guiding you through the how to’s of going global, Export
Now is your one-stop resource for expanding your business
overseas.

Содержание

Foreword vii

Former U.S. Secretary of Commerce Gary Locke

Acknowledgments ix

Part One. Why and What: Setting Your Export Goals 1

1. Where?s the World Going? 3

2. Where Are You Going? 19

Part Two. How: Five Keys to Choosing Your Export Strategy
45

3. Country: Pick the Right One 47

4. Customers: How They Differ 71

5. Competitors: A Different Market 95

6. Capabilities: What You Need to Win 123

7. Capability Gap: How to Close It 149

Part Three. When: Making Your Export Strategy Happen
173

8. Resource the Strategy 175

9. Bridge the Cultural Gap 197

10. Take Action 213

Index 219

Об авторе

Frank Lavin was known as America’s ‘Salesman-in-Chief’ when
he served as Under Secretary for International Trade at the U.S.
Department of Commerce. In that capacity, he supervised U.S. export
promotion activity and worked with over two thousand small and
medium-sized enterprises (SMEs) to develop their export strategies.
He continues to work with companies on market entrance and
international challenges as chairman of Edelman’s Public Affairs
Practice in the Asia Pacific Region. Recently he established Export
Now (www.Export Now.com) to help companies use the Internet to
export to China. He previously served as the U.S. ambassador to
Singapore and worked in banking and management positions in Asia
after having served in the Reagan White House and NSC as well as
the Commerce Department in both Bush administrations. Mr Lavin has
written articles for the New York Times, the Washington Post, and
the Wall Street Journal.

Peter S. Cohan is president of Peter S. Cohan &
Associates, a management consulting and venture capital firm
founded in 1994. In the course of more than 150 consulting
projects, he has helped governments and businesses to identify,
evaluate, and profit from growth opportunities that spring from new
technologies. Three of his portfolio companies were sold for a
total of $2 billion. Cohan has appeared on ABC, CBS, CNBC, CNN,
Bloomberg TV, NPR’s Marketplace, and Fox Business, and he has been
quoted in the Wall Street Journal, the New York Times,
Business Week, and Fortune. He’s the author of nine previous books,
including Capital Rising: How Capital Flows Are Changing Business
Systems All Over the World, coauthored with Srini Rangan, which
Choice called ‘groundbreaking’; and You Can’t Order Change: Lessons
from Jim Mc Nerney’s Turnaround at Boeing which was ranked the
number one business book by Achievemax in 2009. Mr Cohan teaches
business strategy to undergraduate and graduate students at Babson
College.