Product details

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Subject category: Marketing
Authors: Carol S Soroos (Campbell University)
Published in: 2000

Abstract

Office Gallery is a small, but rapidly growing, US-based office supply retail chain. The company''s Director of Market Development is returning from an exploratory trip to Moscow, where he has been investigating the business situation in Russia and evaluating the company''s prospects there. He must now decide whether to recommend that the company enter the Russian market and, if so, how. Specific decisions include targeting, siting, partner selection, form of business, and expansion into wholesale. The case is intended for use in courses in International Marketing or International Business at either the advanced undergraduate or graduate level. It illustrates the complexities of doing business in a rapidly changing situation in which major risks cannot be quantified. It also illustrates the personal side of many decisions about entering foreign markets, particularly in places where expatriates and their families may need to sacrifice their personal comfort and lifestyles.
Location:
Industry:
Size:
Small
Other setting(s):
1994

About

Abstract

Office Gallery is a small, but rapidly growing, US-based office supply retail chain. The company''s Director of Market Development is returning from an exploratory trip to Moscow, where he has been investigating the business situation in Russia and evaluating the company''s prospects there. He must now decide whether to recommend that the company enter the Russian market and, if so, how. Specific decisions include targeting, siting, partner selection, form of business, and expansion into wholesale. The case is intended for use in courses in International Marketing or International Business at either the advanced undergraduate or graduate level. It illustrates the complexities of doing business in a rapidly changing situation in which major risks cannot be quantified. It also illustrates the personal side of many decisions about entering foreign markets, particularly in places where expatriates and their families may need to sacrifice their personal comfort and lifestyles.

Settings

Location:
Industry:
Size:
Small
Other setting(s):
1994

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