The book consists of eight parts that discuss different things like globalization, setting up the business, the money needed, developing sales and distribution, cross-cultural learning, etc. I liked the way Delaney shares some of her experiences she had with starting her own business. It makes it more believable and comprehensible.
The first few chapters walk the reader through the necessary steps that need to be taken in order to start a business. The first part of the book deals with the corporate, legal and financial issues, how much money is needed to start a business, finding a product and choosing a manufacturer.
Parts two and three deal with market research and developing sales and distribution. Both these sections contain detailed information on trade shows, World Trade Center, and cross-border contacts. Transport options, pricing the product, export license requirements, and after sales service is covered in parts four and five. The last two sections of the book inform the reader about cross cultural learning, international business travel tips, cross border alliances and big emerging markets. Japan is discussed thoroughly in the last chapter as well as, the top ten emerging global business markets of the 21st century.
Something very useful, which I particularly admired, was the list of global resource centers for starting a contact list and the guidance on how to use the World Wide Web for market research. Delaney has provided the reader with various useful web sites at the back of the book, which allow the business to expand worldwide.
In addition to excellent coverage of key topics such as translation, pricing, shipping and methods of trade finance, she also devotes a chapter on how to best use the Internet as both a research tool and as a method of promotion for your product. Also of note are the samples of a number of critical documents relating to exporting (packing list, standby letter of credit, etc.).
The insights she offers are applicable to entering any new market, and are also valuable for firms and individuals to assess how ready they are to take that big step. In fact, I have been using some of her advice and annecdotes in the newsletter we send out to our own readers.
My favorite chapters were the ones focusing on preparing your product for export and on marketing a service business in another country. They really made me aware of all the details you've got to think through if you want to succeed overseas, and also of how exciting it can be -- you've really got to put yourself in the place of your customers and see through their eyes, and consider their customs, practices, and product-service needs. For me, that's the most fascinating thing about international business -- the chance to make contact with different cultures, broaden your horizons, and become a real world citizen. Also, read the special section on Japan -- makes you feel like you're there looking over Japanese shoppers' shoulders at the mall!
The chapter on after-sales service is fun, too. It talks about "shock marketing" -- the art of seizing the opportunity to pull a standout customer service coup and really put yourself ahead of the pack. Makes pitching your product and servicing your accounts sound like an adventure!
This is overall a practical, enthusiastic, and inspiring book -- you'll come away from it feeling revved up for action as if you've just walked out of a Tom Peters seminar. It's also smack up to date with chapters on the Emerging Markets and Internet commerce. If you want to poise yourself to enter the global marketplace of the 21st century, reading this book is a great place to start!