Understanding International Customers

J. Angus Gillon and Lynne Pearson

Chapter 4 in Developing Strategies for International Business, 2004, pp 44-56 from Palgrave Macmillan

Abstract: The concept of market-led strategy naturally presupposes a requirement for some degree of knowledge of the markets targeted for development. Every market is made up of variable components and can be influenced by a swathe of external factors. Sitting at the core of all this dynamism is that elusive being, the customer, the one who is fundamental to the existence of the market in the first place. The use of the term ‘elusive’ is entirely deliberate in this context. In fact, there are few questions so challenging and difficult to resolve as these: What is my real customer base? And what makes them my customers, rather than someone else’s?

Keywords: Supply Chain; International Business; Domestic Market; Customer Base; Customer Behavior (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50257-4_4

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DOI: 10.1057/9780230502574_4

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