International Business Ventures

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of the organization's strategy, and management of the organization's
boundary conditions. Top management's responsibility at and beyond the
organization's boundaries is largely a communication responsibility; however, no
commonly accepted model exists for decision, execution, and assessment of
communication opportunities. Within even some of the largest and most venerable
organizations, the process used is haphazard and inconsistent. The Wyatt
Company's survey of communications professionals showed that just 58.1 percent
agreed that their organization's communication objectives are linked to business
objectives, and 83.3 percent reported that their organizations conduct no formal
review of return on communications investment. CEOs must establish and
reinforce an organization's image in public by viewing each target public as a
client; by doing research, looking at trends, and talking to experts, a CEO
focuses on selling what the client wants to buy.1

Finding ...

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primary research. This research
outlines the specifics of the potential market that directly pertain to the
product. Robert Douglas' book, Penetrating the International Market, addresses
the issue of locating potential markets in greater detail.2 [mg1] After
finding a lead that contains profitable markets it is necessary to analyze the
venture as a whole. The decisions of companies must be based on the facts of
reliable sources on all investments. To gather the information needed for
investment projects, management must organize a competent feasibility team. The
members of this team should be comprised of employees of the company, this is so
that the knowledge will stay within the ...

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