Market Entry into the USA Why European Companies Fail and How to Suc
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
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Ralf Drews Melissa Lamson
Market Entry into the USA Why European Companies Fail and How to Succeed
Management for Professionals
More information about this series at http://www.springer.com/series/10101
Ralf Drews Melissa Lamson
Market Entry into the USA Why European Companies Fail and How to Succeed
Ralf Drews FARO Europe GmbH & Co.KG Ludwigsburg, Germany
Melissa Lamson Lamson Consulting, LLC Scottsdale, AZ, USA
ISBN 978-3-319-17123-4 ISBN 978-3-319-17124-1 (eBook) DOI 10.1007/978-3-319-17124-1 Springer Cham Heidelberg New York Dordrecht London Library of Congress Control Number: 2015946785 Originally published in German with the title „Unternehmenserfolg in den USA“ © Springer International Publishing Switzerland 2016 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com)
Foreword by David A. Murdoch
Market Entry into the USA – Why European Companies Fail and How to Succeed By: Ralf Drews and Melissa Lamson
In the German and American business worlds, intercultural competence is an indispensable skill that impacts strategy and assures success in the global market place. Without this essential ingredient, most business and marketing strategies will not succeed. In this book, Ralf Drews and Melissa Lamson have hit the mark on what makes a “go-to-market” business strategy succeed. Their invaluable insights are direct but courteous and easily understandable. With a common sense approach, down-to-earth explanations, and insightful business examples, Ralf and Melissa make the job of eye-opening awareness of self and others entertaining, educational and enabling. Their reader-friendly style artfully equips both the novice and the expert in how to influence business friends and acquaintances in cross-border relationships. Armed wi
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