Ralf DrewsMelissa Lamson
Broschiertes Buch

Market Entry into the USA

Why European Companies Fail and How to Succeed

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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 differences and therefore begins with a detailed cultural comparison of the United States and Europe, and assessments of how these characteristics impact their respective markets and customer behavior differently.Another aspect that sets this book apart is that it argues for sound decision-making pr...