Research Article
Apr 1982
Overseas Marketing Strategy
Publication: Issues in Engineering: Journal of Professional Activities
Volume 108, Issue 2
Abstract
The personnel element in achieving and maintaining overseas marketing success is examined, and suggested strategies for selection, preparation, utilization and support of personnel for overseas assignments are presented. Attention is focused on the engineering project manager, and ideal professional and personal characteristics are cited, including technical capability, stability, leadership and communicative ability. A personnel selection process is suggested, in which a competence profile is developed and a remedial program is proposed. A typical overseas compensation package including monetary and material benefits is examined. Home office support of overseas personnel is emphasized. The importance of local representatives for furnishing market intelligence and advice in local customs, legal and tax implications is cited. Integration of local country engineering partners into the total team effort overseas is recognized as a critical element of success.
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Information
Published In
Issues in Engineering: Journal of Professional Activities
Volume 108 • Issue 2 • April 1982
Pages: 115 - 121
Copyright
© 1982 American Society of Civil Engineers.
History
Published in print: Apr 1982
Published online: Feb 11, 2021
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Authors
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William L. Kelley, M.ASCE
Exec. Vice Pres., International Operations, International Engrg. Co., Inc., San Francisco, Calif. 94105
Richard E. Kohne, F.ASCE
Pres., International Engrg. Co., Inc., 180 Howard Street, San Francisco, Calif. 94105
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ASCE Library Cards let you download journal articles, proceedings papers, and available book chapters across the entire ASCE Library platform. ASCE Library Cards remain active for 24 months or until all downloads are used. Note: This content will be debited as one download at time of checkout.
Terms of Use: ASCE Library Cards are for individual, personal use only. Reselling, republishing, or forwarding the materials to libraries or reading rooms is prohibited.
Terms of Use: ASCE Library Cards are for individual, personal use only. Reselling, republishing, or forwarding the materials to libraries or reading rooms is prohibited.