Buell, Victor P.
July 1958
Journal of Marketing;Jul1958, Vol. 23 Issue 1, p9
Academic Journal
The foreign business of many American companies is now receiving the attention of top management. And, as investment in foreign operations grows, company managements are looking for more facts on which to base decisions. This article raises the question of where American companies will turn to obtain research on foreign markets. The author outlines the experiences of The Hoover Company when it decided to research foreign markets before making further investments in overseas production facilities. He provides a detailed outline of the step-by-step process his company goes through when planning a foreign-marketing study.


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