Roberts, Scott D. and Anderson, Joe S. (2002) Brake lights at the border: Going international twenty-two miles away (an international marketing/management case): Working paper series--02-13. Working Paper. NAU W.A. Franke College of Business.
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Abstract
Russ Clark is a successful NAPA Auto Parts franchisee in Yuma County, Arizona. He sees opportunity in the neighboring Mexican city of San Luis Rio Colorado. But crossing the border with an after-market auto parts store will require building relationships with others, lots of learning to overcome the significant barriers, and some savvy decision-making, in addition to the usual evaluation of business opportunities. Clark must cope with the barriers to doing business in Mexico, a completely foreign environment, even though the projected location of his new store is only 22 miles away from home. Further, his mistrust of lawyers has thoroughly turned him off to the common practice of hiring a lawyer to intercede for him with the Mexican authorities, and he must consider some alternate plan to make the important contacts that could have been easily facilitated by the lawyer. Clark must consider a location decision, product mix, human resource issues, and how to promote the new business in an uncertain context. Clearly, his current American business model will require a great degree of adaptation to make the venture a success. Note: Teaching Notes for this case can be requested from the authors. For contact information, see case.
| Item Type: | Monograph (Working Paper) |
|---|---|
| Publisher’s Statement: | Copyright, where appropriate, is held by the author. |
| ID number or DOI: | 02-13 |
| Keywords: | Working paper, business case, case teaching method, business opportunities, entry into foreign markets |
| Subjects: | H Social Sciences > HF Commerce |
| NAU Depositing Author Academic Status: | Faculty/Staff |
| Department/Unit: | The W.A. Franke College of Business |
| Date Deposited: | 07 Jan 2016 23:49 |
| URI: | http://openknowledge.nau.edu/id/eprint/1624 |
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