Strategies For Winning In International Markets (SWIM)

Over the last decades, multiple firms have decided to venture out into international markets. While it started with developed market firms entry in emerging markets, many emerging market firms have now focused on exploring opportunities in International Markets. SP 500 firms now earn 30% of their revenue from their international markets. Despite being an important parameter in a firms bottom line, it is not uncommon to notice that multiple organizations have failed in making in-roads to international markets. Most popular press articles have blamed culture for such failures. However, many global managers have realized that the entire process of internationalization must be managed accurately to become successful in global markets.This program is intended to serve an audience who is willing to learn the science of international marketing. We cover a broad range of topics essential for success in international markets. The programme is diverse and experts from multiple areas and geographies join hands to give you a holistic perspective. We begin with selection of international markets (accessing opportunities and challenges in International Markets) and mode of entry decisions (Mergers and acquisitions vs. Alliances). This we call is the first step in the process of internationalization. Then, we focus on negotiations in international markets which is a critical second step. After this, we delve into how to attract and retain customers in international markets. In this module, we focus on export marketing strategies as well as on firms which have established customer engagement in international markets. This module also contains issues associated with currency fluctuations which is an important challenge faced by any global business. Finally, we learn how to manage talent, knowledge, and how a firm can move up the value chain.We as a group believe that managing the international business is a scientific process and would like to train managers in acquiring this expertise to minimize failures in international markets.

Module 1: International Market Selection and Market Entry StrategyInternational Market Selection (Assessing Opportunities and Challenges in International Markets)Mode Entry Strategies (Mergers and Acquisition vs. Alliances)Module 2: International Human Resource ManagementArbitration and Negotiations in International Markets.Managing talent and knowledgeModule 3: Managing Customers in International MarketsExport Marketing StrategiesCustomer Engagement StrategiesMoving up the Value ChainManaging Currency Fluctuations

To help participants develop a holistic approach to entries in international or foreign markets via different means. The programme is for those participants who want to lead expansion in international markets.

The programme will be primarily case-based and will also use exercises with some background readings for the assigned case.