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Export Now: Five Keys to Entering New Markets

ISBN: 978-0-470-82816-8
256 pages
September 2011
Export Now: Five Keys to Entering New Markets (0470828161) cover image


Learn how your business can tap into foreign markets

In Export Now, two international business experts reveal the secrets to taking your company global. Offering a real-life strategy that businesses of any size can use to expand their reach around the world, this book is the ultimate guide to identifying, evaluating, and profiting from global opportunities.

Essential reading for any company looking to expand abroad, the book explains the five essentials of international growth. All businesses know they need to get into new markets, but the lack of familiarity, the cultural and language gaps, and the differences in business practices can be intimidating—this book solves these problems, giving you everything you need to grow.

  • The ultimate handbook for any business looking to go global
  • Explains the five essentials of international expansion
  • Written by two experts with years of experience building global businesses around the world

Guiding you through the how to's of going global, Export Now is your one-stop resource for expanding your business overseas.

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Table of Contents

Foreword vii

Former U.S. Secretary of Commerce Gary Locke

Acknowledgments ix

Part One. Why and What: Setting Your Export Goals 1

1. Where?s the World Going? 3

2. Where Are You Going? 19

Part Two. How: Five Keys to Choosing Your Export Strategy 45

3. Country: Pick the Right One 47

4. Customers: How They Differ 71

5. Competitors: A Different Market 95

6. Capabilities: What You Need to Win 123

7. Capability Gap: How to Close It 149

Part Three. When: Making Your Export Strategy Happen 173

8. Resource the Strategy 175

9. Bridge the Cultural Gap 197

10. Take Action 213

Index 219

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Author Information

Frank Lavin was known as America's "Salesman-in-Chief" when he served as Under Secretary for International Trade at the U.S. Department of Commerce. In that capacity, he supervised U.S. export promotion activity and worked with over two thousand small and medium-sized enterprises (SMEs) to develop their export strategies. He continues to work with companies on market entrance and international challenges as chairman of Edelman's Public Affairs Practice in the Asia Pacific Region. Recently he established Export Now (www.ExportNow.com) to help companies use the Internet to export to China. He previously served as the U.S. ambassador to Singapore and worked in banking and management positions in Asia after having served in the Reagan White House and NSC as well as the Commerce Department in both Bush administrations. Mr Lavin has written articles for the New York Times, the Washington Post, and the Wall Street Journal.

Peter S. Cohan is president of Peter S. Cohan & Associates, a management consulting and venture capital firm founded in 1994. In the course of more than 150 consulting projects, he has helped governments and businesses to identify, evaluate, and profit from growth opportunities that spring from new technologies. Three of his portfolio companies were sold for a total of $2 billion. Cohan has appeared on ABC, CBS, CNBC, CNN, Bloomberg TV, NPR's Marketplace, and FoxBusiness, and he has been quoted in the Wall Street Journal, the New York Times, BusinessWeek, and Fortune. He's the author of nine previous books, including Capital Rising: How Capital Flows Are Changing Business Systems All Over the World, coauthored with Srini Rangan, which Choice called "groundbreaking"; and You Can't Order Change: Lessons from Jim McNerney's Turnaround at Boeing which was ranked the number one business book by Achievemax in 2009. Mr Cohan teaches business strategy to undergraduate and graduate students at Babson College.

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Press Release

August 10, 2011
Export Now: Five Keys to Entering New Markets

Co-author, Frank Lavin shares how small and medium companies can use this how-to and step-by-step strategy guide to exporting your products, and taking your company global

Even the best businesses sometimes find themselves in a difficult situation when it comes to exporting. For most firms, it is a new area involving a set of complicated challenges, including language, tariffs, and the toughest challenge of all: how to track down new customers. The pace of change in international business has accelerated dramatically within one generation, and many businesses that still have limited involvement in exporting need to take stock of these changes.

Many companies are going to need to sell their products into economies that are growing faster than the economy of their home country according to the key message in Export Now: Five Keys to Entering New Markets (Wiley; June 2011; 256 pages; Hardcover; also available in e-book formats) by Frank Lavin and Peter Cohan.

Export Now is designed to help leaders of small-or medium-sized enterprise (SME) to enter foreign markets and generate meaningful sales growth there. The concepts, cases, methodologies, and checklists presented in the book—drawn from over thirty years’ experience helping thousands of companies evaluate whether and how to expand into global markets, as well as from specific research conducted for this book—can boost their chances of export success. 

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.

While there are many books that discuss the impact of globalization from a macro-economic or political perspective, those are few that discuss international market entry from a tactical perspective.

In Export Now, readers will learn the secrets of exporting from case studies including:

  • Brewdog, the Scottish micro-brewery that used blogs to break into a new market.
  • Legacy, a German company with superior products but the wrong export strategy.
  • Eno, a Chinese youth clothing retailer started by two Americans, that succeeded by letting its Chinese designers pick popular styles.

The authors are uniquely qualified to help and this book distills their experience into practical steps that companies can use to identify, evaluate and profit from global growth opportunities.

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