Name: Export Now: Five Keys to Entering New Markets (1st Edition)
Authors: Frank Lavin, Peter Cohan; Foreword by Gary Locke
Publication Date: September 13, 2011
Export Now explains in clear business language the steps you can take to compete and win in exports. Frank Lavin and Peter Cohan apply their decades of expertise in helping companies to break down the task into manageable components. Export Now is a step-by-step guide to tackling the international marketplace. The core messages of the book: (1) It is easier than you think; (2) you do need a plan. The authors offer you the tools to devise your own plan in Export Now.
This book boils down the challenge into the “Five Cs” of exporting:
- Country: How to pick the right one.
- Customers: How they differ in new markets.
- Competitors: What to look for when you are away from your home market.
- Capabilities: What you need to win.
- Capability Gap: How to close it.
In Export Now you will learn the secrets of exporting from over 20 case studies based on the authors’ work helping thousands of SMEs that ventured into new markets. The cases outline their successes, failures, and avoidable mistakes.