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Essay / Research Paper Abstract
This 3-page paper discusses the advantages of international expansion through joint ventures. Bibliography lists 2 sources.
Page Count:
3 pages (~225 words per page)
File: AS43_MTexpaintl.doc
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Unformatted sample text from the term paper:
competition, company). The senior management team is now considering international expansion, and the writer is being asked to explain the benefits of entering a new market with a local partner.
Generally, when it comes to international expansion, there are three methods to be considered: Foreign direct investment; through import/export agents; or through
a joint venture/partnership. The benefits of foreign direct investment are that it allows the home country company to retain full control over every aspect of the marketing process. However, if
that home country company doesnt have the faintest idea about the target country in which its trying to market, disaster could ensue.
In a country such as China, for example, foreign direct investment can be a nightmare of paperwork, sluggish approval processes and having to go through about a zillion channels to
get things done. Because Chinese society puts a great deal of emphasis on trust and knowing an individual, entering China with a joint venture partner (or a Chinese franchisee who
is familiar with the ropes) can help "grease the wheels" so to speak. Not to keep picking on China as an example, but
one very good example of the difficulty of working in China involves Starbucks and its location in the Forbidden City. The coffee company opened a retail shop in the 600-year-old
city in 2000, but an Internet campaign led to a local newsman claimed the companys presence trampled over the Chinese culture (Forbidden latte, 2007). Though Starbucks did everything to respond
to the criticism, even taking down its familiar green sign, the authorities told Starbucks it could remain only if it sold its coffee through a store operated by other brands
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