The Ernst and Young Guide to Expanding in the Global Marketplace.
The author, director of Ernst & Young's international trade advisory services practice, examines the changing global marketplace and some of the issues a business should consider before starting to develop an export plan. He stresses the importance of cultural familiarity and adopting a plan for competitive success tailored to the local preferences of key regions and markets. Beating the competition, he observes, often means playing by local rules. This is a well-written, interesting book that should appeal to a wide audience.
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|Publication:||Journal of Accountancy|
|Article Type:||Book Review|
|Date:||Oct 1, 1991|
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