A company in a few short years becomes a well-known domestic enterprise. Since attracted international market, have not explored aware of the pros and cons of foreign markets, it has to enter the markets of other countries. I agree with the authors, it’s better to think more carefully and use of analytical tools to make accurate judgments and make the most important decision-making. The distance between the two countries can be revealed, along four basic dimensions: cultural distance, administrative distance, geographical distance, economic distance. Each of these dimensions of distance encompasses many different factors, some of which are readily apparent; others are quite subtle. For example, cultural distance is including different languages, different religions, different social norms and different ethnicities. First of all, they are a U.S. company to develop new markets in China. The first face of is the language problem. Recruit more employee and the culture shock is necessary. The company will have to pay more time and money to training new employees. They need to be understood as soon as possible the company's history, products and system. At the same time, keep in touch with the new employees, is better to obtain more important information from the local market and get faster of customer feedback information. In different cultural market, it is necessary to give the company repackaged. Let the locals a fresh advertising; redesign of the product; find a better spokesperson. For different races and cultures, it is very difficult to find their own position in different markets. Secondly, Administrative or political distance is including colony, colonists link, common currency and trade arrangements. We can see this should be participating in the political problems. Sensitive issues between the various countries have different laws and national. Get along as a foreign merchant (or company), and the government is essential. Here must pay...
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