1. Assess the motivations for going global. What would be the most important for a bank?
2. What products are likely to be more standardized across countries? Why? What products are least likely?
3. Pick a product like Cadillac or Sara Lee Deli products or service like Mr. Cleun Performance Car Wash or a car and home insurance company that is offered in u limited number of countries. Assess the advantages of expanding to a more global presence.
4. For a particular product or service, such as Crest toothpaste or die Toyota Scion, how would you evaluate die countries that would represent die best prospects? Be specific. What information would you need, and how would you obtain it? Prioritize die criteria that would be useful in deciding which countries to enter.
5. For a brand such as Bank of America. Pantene. or Ford, how would you go about creating blockbuster global brand-building programs—for example, sponsorships, promotions, or advertising? How would you leverage those programs?