ABSTRACT
Introduction All that precedes and follows any entry into a new market involves committing substantial financial, human, and material resources. It means supporting and training personnel, designing and producing products, providing backup services, determining pricing, activating the supply chain, and launching promotions. All is gambled on winning or losing in a blinding market moment-notwithstanding that the final outcome may not be apparent at the instant, but may take months or even years to play out. Nonetheless, the imprint has been set in such a moment as the organization demonstrates its inner capabilities and justifies its future existence as a viable entity.
