Global Communication

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Chapter 20: Technical Definitions

Projects and Case Studies

Global Communication

Your company manufactures "dress" sneakers—fancy athletic footwear that is designed as "business" rather than "athletic" apparel. Because of increasingly informal corporate attire policies, your company has experienced phenomenal success, and now wishes to expand internationally. But where first?

Have each group member select a different target country. Research your country in terms of cultural habits and values, business attitudes and practices, current trade levels with the U.S., and any other aspects that might offer insight into prospects for successfully marketing your product there.
Write a one-page proposal arguing in favor of beginning your company's international expansion in the country you chose.
Read each proposal in your group, and then collectively select a country, based on the proposals, that you feel would offer your company its best chance at opening a successful international campaign.

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