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 ...