Product details

A number of models have attempted to prescribe how companies should internationalize. Here, the best of these models is synthesized in a "Way Station" approach. It is tempting to take the "Low Road" (short-term, low- cost) approach in planning the trip, selecting the mode of transport, dealing with road blocks, and making a commitment. But success is most often achieved by taking the High Road. The Low Road is defined by relying on anecdotal evidence, responding only to immediate markets, exporting labor to low-cost markets, choosing markets based solely on cultural similarities, not exerting ownership control, relying on a few obvious customers, reacting to challenges with untested responses, falling into price wars instead of competing on value, and not investing in the venture as part of a global portfolio. The High Road, by contrast, emphasizes thorough market research, anticipating future customers and their needs, leading with strengths, defining success broadly, maintaining more than 50% control, diversifying the customer base, taking a long-term view, treating the new foreign venture as an integral piece of global strategy, and capitalizing on new technology in the foreign venture by feeding it back into domestic operation. Even smaller firms can take the High Road.