DOI: 10.5176/2251-2098_EMG16.3

Authors: Gen Fukutomi, Yuko Yamashita, Wataru Uehara, Hiroyuki Fukuchi and Masato Sasaki

Abstract: In this study, a questionnaire survey was conducted among 824 people who had the experience of being posted overseas for at least one year (of whom, 657 had been involved in a business for the overseas market) in order to explore the factors behind the success of an overseas business. The results of this survey clarified that, on one hand, if Japanese companies focus on an overseas business, such as by defining the objectives and roles of the overseas business, investing in market research, and posting core personnel overseas, they obtain desirable outcomes, but on the other hand, the outcomes are adversely affected when companies define the objectives and roles prior to conducting market research.

Keywords: international marketing strategy; overseas business; market research; human resources management; quantitative study

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