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A Global Impression. (Cover Story).(direct marketing companies expand into foreign markets to improve sales; new marketing strategies needed)(Cover Story)
Target Marketing, December, 2001 by Yorgey, Lisa A.
COMPANIES GROW their businesses by expanding into international markets for one of two reasons--either to boost sales or increase profits. Which reason governs their approach. For example, a mature business experiencing flat profits and sales may enter into a licensing agreement with a company outside its domestic market to raise profits. A company with little or no room for expansion or growth in its domestic market can boost sales with a solo venture operated from either the United States or an overseas operation. Or, a company looking to increase its long-term sales can can acquire or merge with a local company in its target market. This was the strategy chosen by 4imprint, a multi-channel distributor of promotional products.
AN INTERNATIONAL JOURNEY...
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