Should smaller firms use third world methods to enter third world markets: the project head as point man overseas Available to Purchase

Explores the viability of using “Third World” (Asian,African, Arab) cultural and commercial strategies to enter selected Third World markets. Analyses strategies applied to problems faced by project heads from smaller US firms when they are launching business ventures in non‐Western nations and their impact on non‐Western business circles. Offers recommendations to managers for launching non‐Western marketing ventures.