From Vertical to Horizontal: New Market Entry Strategies for Companies





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Published on Apr 6, 2017

Every company knows that globalization is upon us and we all need to think about international opportunities and threats - and start to take action. But only the top companies have strategic planning or international strategy units. How can companies that have never developed an international strategy start to think about new markets? Frank Lavin will draw on his background in government and international business to present approaches that mid-size and smaller companies can use to start to move to international markets.

3 Key Takeaways

- How to evaluate market potential in different countries
- How to do simple market research and discovery in new markets
- How to structure a market entry program that fits your company

About the Presenter:
Frank Lavin (F'79, MS'85, Parent'06,'14) is the CEO of Export Now which launches and operates e-commerce stores in China for U.S. brands. He previously served as Undersecretary of Commerce for International Trade and worked with some 2,000 companies on their international strategy and market entry activity. This work led to his first book, Export Now, which discusses how companies can tackle international expansion.

Previously, Lavin served as White House Political Director, a staff member of the National Security Council, and U.S. Ambassador to Singapore. He was a banker in Hong Kong and Singapore with Citibank and Bank of America. He holds an undergraduate degree from the School of Foreign Service and a graduate degree in Chinese language and history. He also holds degrees from SAIS and Wharton

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