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Marketing to the European
Laboratory: |
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Robert L. Stevenson and Peter J. Jenks |
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$14.95 |
2001 |
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Preface
Globalization is the dominant force of the 21st
century. For the technology-based start-up company, globalization means
exporting, and creating a global business. Often the leaders in a start-up are
familiar with the technology; some are accomplished researchers in their field.
These are essential strengths. But since no one can know it all, the inevitable
lack of experience in developing a global business is a weakness that can stop
a business from realizing its true potential. This book addresses that issue.
Europe is potentially the dominant export
market of the 21st century for Americans. This is understandable, especially
now that the European Union is the largest market and has a total population
exceeding that of the United States. The trend is for more commonality in the
greater Common Market of Europe. However, the image that Europe presents to the
rest of the world is a lot different from reality. This book shows that the
European market is still a mixture of local markets, with a thin facade of
federalism. Economics will force Europe to grow and unify during this century.
Along the way, the unification will be resisted by many competing
organizations, all vying for power and euros.
As Europe is usually the first export target
of American firms, exporting to Europe is the particular focus of this book.
For contrast and color, we have included a chapter on Asiaç¨ina, India, and
Japan being potentially the three most important export markets for any
technology based business. The last thing a new export manager should say is.
This is the way we do it in America; therefore, we should do it here as well.
This book should help the interested export or business development manager
understand that one method or size does not fit all.
We have each been involved in developing
businesses abroad for more than 20 years. We have been successful by studying,
listening, analyzing, communicating, and being flexible. For success, all
things have to fit the company and customers, as well as the laws and culture
of the country.
Success, however, will not allow much
variation in philosophy or financial performance. You must manage the export
effort intensely. Keep the goals clearly in mind. If you are not managing and
profiting from distribution, then someone else is, and that is not good for
you. Planning can save you dollars and reputation. Planning can help you spot
and understand differences in markets; it will also help you improve the
accuracy of forecasts, and spot deviations and opportunities. Planning is
essential for a learning organization.
The target audience of the book is any
person involved in planning or executing the globalization of the business,
especially of rapidly growing firms or divisions. The particular focus is
businesses that desire to sell to scientific, chemical and diagnostic consumers
in Western Europe. However, the general philosophy and background information
can be applied quite broadly, in different countries and for different market
segments.
We both hope that this book will help the
manager who is new to the market, and probably new to the job, get going
quickly and avoid some of the negative experiences and mistakes that have
constituted our expensive education. Education is expensive, but ignorance is
more so.
Many thanks to Richard Tassell, commercial
lawyer and colleague for many years, who has reviewed the manuscript to help
with our explanation of legal matters and for his thoughtful guidance on our
drafting of Chapters 10 and on European law and the distribution contract.
While the law in this book is stated as of
the time the manuscript was written, European commercial law is developing
rapidly, and the services of a competent legal professional in your market must
be sought at the time you plan your entry into the market.
Your comments and suggestions are solicited
and will be warmly appreciated.