Case Questions

$12-4.$ Do you believe ABD's products are in a state of readiness to begin exporting to Europe? Why or why not? Are the products ready for exporting to emerging markets $($e$.$g$.,$ China, Mexico, Russia$)?$ Why or why not? What factors suggest Speedheal products might enjoy demand in all types of foreign markets?

$12-5.$ Does management at ABD possess the appropriate knowledge, skills, and capabilities for internationalization? Justify your answer. What steps should management take to prepare the firm, managers, and employees better to internationalize?

$12-6.$ How well did ABD complete the key tasks in global market opportunity assessment? Evaluate whether it accomplished each task well or poorly. Did ABD achieve each of the objectives set out for the tasks?

$12-7.$ If you were a member of $AB{D}^{\text{'}}s$ management team, what countries would you recommend targeting first? As a manager, you would need to justify your recommendation. A good approach is to investigate key characteristics of specific countries through globalEDGE ${?}^{TM}($

www$.$globalEDGE.msu.edu$)$ or similar websites.

$12-8.$ What approaches could ABD employ to estimate the firm's sales potential for markets in Europe and other affluent economies? Justify your answer.

This case was written by Myron M$.$ Miller, Michigan State University $($retired$),$ in association with Professor S$.$ Tamer Cavusgil. ABD is