Going Global and Keeping the Faith

Andrew R. Thomas and Timothy J. Wilkinson

Chapter Chapter 9 in The Customer Trap, 2015, pp 137-147 from Springer

Abstract: Abstract A few years back, a US firm that had a partnership in China manufacturing motorcycles went looking for new customers in Central America. Previously, the US firm had been relatively successful in South America and Africa, finding distributors for its line of basic transportation motorcycles. With an engine design based on a Honda model, the Chinese motorcycles were proven to be of acceptable quality and reliability. Most important, they were a lot cheaper—about half the cost of the competing Japanese models.

Keywords: Harvard Business Review; Exclusive Distributor; Young Entrepreneur; Japanese Model; Trademark Protection (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/978-1-4842-0385-9_9

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