ABSTRACT
This book explores the impact of Japanese and European nontariff barriers (NTBs) on the international marketing, investment, and technology strategies of small- to medium-sized high-technology U.S. firms. The study documents a pronounced dichotomy between strategies of small and large companies that, to a significant extent, reflects the gap in the resources, bargaining power, and familiarity with foreign markets of these two groups. Conclusions concerning the efficacy of corporate strategies adopted are supported by an analysis of over 20 case studies. These strategies range from licensing agreements with local firms to use of a trading company or local distributor, formation of a joint venture with a local firm, and establishment of a wholly owned subsidiary in the foreign market.
