OPPapers.com Essay Index >> Business >> Market Assesment
We have many free term papers and essays on Market Assesment. We also have a wide variety of research papers and book reports available to you for free. You can browse our collection of term papers or use our search engine.
japan market assesment. Part I Basic national demographics: Japan has a
population of 127,463,611 people. The country's majority ...
market assesment. 27 chapter 2 Assessing Market Potential: Estimating Market
Size and Timing of Entry A lthough the Internet boom ...
Opportunity Assesment On Double Fusion. Chosen Company: Double Fusion Inc. ...
The market for video gaming is expanding continuously. ...
dell risk assesment. ... Dell's global market leadership is the result of a persistent
focus on delivering the best possible customer experience by selling products ...
Knowledge management assesment approaches. ... that map the flow of information known
as knowledge management systems are making an appearance in the market. ...
Submitted by annatepl on July 23, 2008
Category: Business
Words: 10359 | Pages: 42
Views: 104
Popularity Rank: 94,642
Average Member Grade: N/A (Add a Comment / Grade this Paper)
27
c h a p t e r
2
Assessing
Market
Potential:
Estimating
Market Size and
Timing of Entry
A
lthough the Internet boom grabbed all the headlines for
speculative excess and managerial misjudgment in the
1990s, there was another decision-making arena in which
western executives seriously underperformed—market
assessment and entry decisions, particularly with regard to
large emerging markets such as China. In a retrospective
commentary on what it describes as an “infatuation”
The
Economist
commented, “Few companies are stupid, but
many have behaved stupidly in China.”
1
Similarly, Harvard
economist Pankaj Ghemawat reflects that “companies routinely
exaggerate the attractiveness of foreign markets.”
2
Not
only have many foreign market investments proven unprofitable,
but many multinationals are now trimming back their
foreign investments. For many, this is an unprecedented
retrenchment in the previously uninterrupted internationalization
of their business.
How can such sophisticated companies make such a fundamental
error as misreading the size of a large market? It
must be acknowledged, of course, that the first phase of the
1. “Infatuation’s End,”
The Economist
, September 25, 1999.
2. Pankaj Ghemawat, “Distance Still Matters: The Hard Reality of Global
Expansion,”
Harvard Business Review
(September 2001): 3–11.
28 T h e M i r a g e o f G l o b a l M a r k e t s
process of internationalization—the decision to enter a foreign
market—is perhaps the most challenging of all. To assess the
potential and dynamics of a market from outside (often in the
absence of reliable market research) is obviously a difficult
case of...
You must Login to view the entire paper.
If you are not a member yet, Sign Up for free!