3. Marketing: Edging into International Arenas

Kapitel in diesem Buch

1. Frontmatter i
2. Contents vii
3. Preface ix
4. Introduction 1
5. Book 1. Cautious Voyagers: Why VC-Backed/Businesses/Still Favor Home
6. Introduction 32
7. 1. VCs in New Ventureland 41
8. 2. Advancing the Frontier: The Nature of Mid-level Innovation 59
9. 3. Marketing: Edging into International Arenas 101
10. 4. Offshoring: The Ins and Outs 152
11. 5. Founders and Staff: Global at Home 206
12. 6 On Methods and Models 239
13. Book 2. Embrace or Resist?
14. Introduction 252
15. 7. Alarmist Arguments 257
16. 8. The Reassuring Realities of Modern Cross-Border Flows 272
17. 9. Valuable Differences 287
18. 10. Serving the Service Economy 296
19. 11. Venturesome Consumption 308
20. 12. Winning by Using 324
21. 13. Nondestructive Creation 341
22. 14. Immigrants: Uppers or Downers? 356
23. 15. The Elusive Underpinnings 380
24. 16. First Do No Harm 411
25. Acknowledgments 439
26. Appendix: Tables 443
27. Notes 461
28. References 483
29. Index 499