国际经营学 International Business..ppt

The British Wellcome Trust funds non-governmental organizations (NGOs) and research initiatives to work in collaboration with private businesses to develop remedies for diseases in Africa and other less developed areas around the world. * Copyright ? 2014 Pearson Education Inc. Seek opportunities for growth through market diversification. Many firms—for example, Gillette, Siemens, Sony, Biogen—derive more than half of their sales from international markets. In addition to offering sales opportunities that often cannot be matched at home, foreign markets can extend the marketable life of products or services that have reached maturity in the home market. One example is the internationalization of automatic teller machines (ATMs). The first ATM was installed outside a London branch of Barclays Bank in 1967. The machines were next adopted in the United States and Japan. As growth of ATMs began to slow in these countries, they were marketed throughout the rest of the world. Today, there are more than 1.5 million ATMs worldwide; a new one is installed somewhere every few minutes. Earn higher margins and profits. For many types of products and services, market growth in mature economies is sluggish or flat. Competition is often intense, forcing firms to get by on slim profit margins. By contrast, most foreign markets may be underserved (typical of high-growth emerging markets) or not served at all (typical of developing economies). Less intense competition, combined with strong market demand, implies that companies can command higher margins for their offerings. For example, compared to their home markets, bathroom fixture manufacturers American Standard and Toto (of Japan) have found more favorable competitive environments in rapidly industrializing countries such as Indonesia, Mexico, and Vietnam. Just imagine the demand for bathroom fixtures in the thousands of office buildings and residential complexes going up from Shanghai to Singapore! ? Gain new ideas about pro