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Reviewed by Roy T. James for Readers' Favorite
Export & Expand by Rupert Sutton is a book written with companies and individuals in mind who are looking to grow their businesses internationally, enter a new product category, or launch a new brand portfolio. He proposes a well illustrated eight-stage road map to make one's entry into this area effortless, as well as yielding positive results. A rather comprehensive study of the whole issue takes place in the next eight chapters of this book, each chapter devoted to a different stage. This is followed by a summary and an overview revisiting the salient features for better comprehension. A glossary at the end augments the usefulness of this book for learning, as well as for the purpose of reference.
Export & Expand by Rupert Sutton dwells heavily on the remarkable expertise the author has gained in these matters, having been with multinational firms for a long time. Accordingly, this guide gives hands on advice on the topic discussed. For example, for launching a product, ‘conducting trade buyer research, a new exporter can ascertain the type of shoppers in the category, their purchase behavior and how it is changing.’ Or, for expanding a market, ‘building a brand which has clearly defined and appreciated emotional qualities is necessary to endure and be profitable in the long term.’ Such professional tips at every stage of international business enhance the value of this book, especially for ‘hands on’ work. This a beautifully written book packed with relevant data that can be used both as a guide and for reference.
