Going international. "What did you do in the trade war, daddy?"

Lemme tell you, kid. There we were, surrounded by the Japanese, the West Germans, the South Koreans. We couldn't hold out much longer. "Hey," I said, turning to my buddies, "we all want to be world-class competitors, don't we?" So I'm telling you what I told them. Be tough, temperate, and fair. Use small words, speak slowly, and don't get greedy. Before you know it, international trade will make you rich.

Such is the simplistic tenor of Cracking the Global Market: How to Do Business Around the Corner and Around the World, by Jack Nadel (Amacom, 1987). Nadel built a $100-million firm by marketing abroad, and he'd like to help you do the same. He's sincere and enthusiastic; he just isn't sure what to tell you. So he fills the book with anecdotes (some of which touch on his subject), war stories, and a few cracked homilies ("Be whoever you are, and be it well").

If Nadel's storytelling inspires you to take the next step, try Finding, Entering, and Succeeding in a Foreign Market, by Seamus G. Connolly (Prentice-Hall, 1987). No earthshaking ideas here: just a step-by-step guide to marketing abroad, from choosing the right country to training overseas managers. connolly even provides plenty of handy checklists, as well as samples of contracts and documents you may need. The book isn't written specifically for small companies, but the author never assumes his readers have vast resources.

Published on: Nov 1, 1987