Market Entry into the USA Why European Companies Fail and How to Succeed /

• Main Authors: Drews, Ralf (Author), Lamson, Melissa (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2016.
• Edition: 1st ed. 2016.
• Series: Management for Professionals,
• Subjects: Business.; Marketing.; Market research.; Leadership.; Management.; Business and Management.; Business Strategy/Leadership.; Cultural Management.; Market Research/Competitive Intelligence.

This book connects a buying psychology driven by American beliefs and values with a company’s go-to market strategy, the goal being to sensitize readers to how the cultural values of a particular country or region can impact the business environment. The book also addresses the reasons behind these...