A U.S. medical device manufacturing company is running in greater than 40 international markets, comprising its most recent entries in the BRIC markets. The business president is prepared to look to new emerging markets for earnings increase.
This time a more complex "post-BRIC" analysis is needed to determine which market to enter next. Since the capital investment and risk associated with entering a fresh marketplace is high, making the right marketplace choice is important. Allen H. Kupetz is associated with Rollins College.
PUBLICATION DATE: January 25, 2013 PRODUCT #: W12461-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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