INTERNATIONAL BUSINESS HOMEWORK ASSIGNMENT EXPERIMENTAL EXCERCISES CHAPTER 14- 2 Questions: Text is International Business Opportunities and Challenges in a Flattening World by Mason A Carpenter and

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Instructions: Minimum word count for each question – 100 words

• Each question worth up to 50 total points

• Due date: November 20, 2022 11:59 pm EST

• Save as an attachment and submit using the assignment link

1. Your company has a strong brand name in the United States, and you’re ready to enter Europe. You decide to acquire a local company in Germany. Taking what you have learned in this chapter about branding, would you use the existing German brand in Germany? Would you use it in all of Europe? Or would you use your strong US brand globally? Would you use both brands in the same markets? Discuss the advantages and disadvantages of the various strategies, considering the trust factor of brands, the influence of local differences, and the country-of-origin effect.

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2. Your company manufactures hand tools for the do-it-yourself market in the United States, selling to retail stores like The Home Depot and smaller local hardware stores like McGuckin Hardware in Boulder, Colorado. Company executives have decided that the company needs to grow by expanding internationally. They come to you and your team for advice. How would you decide which country to expand into first? Would you recommend customizing the product for this market? Why or why not?

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