1. International expansion is one pathway for growth for established firms, particularly when their domestic markets reach maturity or have become quite competitive. However, as highlighted in the chapter, when brands expand internationally, they will compete against established brands in the host country that have a "home- court advantage." Outline the array of advantages that an established brand in its own domestic market would have over potential new entrants from international markets. Given these advantages, how can a new entrant to an international market succeed against the local, established players?
1. International expansion is one pathway for growth for established firms, particularly when their domestic markets reach maturity or have become quite competitive. However, as highlighted in the chapter, when brands expand internationally, they will compete against established brands in the host country that have a "home- court advantage." Outline the array of advantages that an established brand in its own domestic market would have over potential new entrants from international markets. Given these advantages, how can a new entrant to an international market succeed against the local, established players?
Chapter1: Making Economics Decisions
Section: Chapter Questions
Problem 1QTC
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Transcribed Image Text:1. International expansion is one pathway for growth for established
firms, particularly when their domestic markets reach maturity
or have become quite competitive. However, as highlighted in the
chapter, when brands expand internationally, they will compete
against established brands in the host country that have a "home-
court advantage"
Outline the array of advantages that an established brand in its
own domestic market would have over potential new entrants from
international markets. Given these advantages, how can a new entrant
to an international market succeed against the local, established
players?
2. As a marketing manager, you must consider whether to delay the
production and introduction of a new automobile because of a small
problem with the door locks-they could become nonfunctional
when temperatures drop very low. Using
a. the utilitarian approach,
b. the rights approach, and
c. the common good approach,
what would the different decisions be?
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