Doing Business in the United States: A Guide for Small Business Entrepreneurs with a Global Mindset

This book serves as a concise guide for businesses seeking to enter the U.S. market from an international perspective. The book examines how the United States is positioned in the global marketplace, the potential for businesses entering the U.S. market, and marketing trends and applications, with an emphasis on small- to medium-sized enterprise (SME) market expansion. Chalked full of success stories, readers will develop an understanding of American markets and the American consumer, marketing mix considerations, brand building and activation tools and strategies, approaches to developing a strong and differentiated brand for U.S. market entry, and analytics tools and methods for assessing marketing entry performance.

Anatoly Zhuplev is professor of international business at Loyola Marymount University (Los Angeles, California). Before joining LMU, he taught in Russia, Germany, Poland (as a Fulbright scholar), and France. He published extensively in the United States, Canada, Europe, and Russia on corporate governance, entrepreneurship, energy security, and international business. He received his PhD from the Moscow Management Institute, Russia.

Matt Stefl joined Loyola Marymount University in 2014 as clinical professor and codirector of the M-School program. He brings with him nearly two decades of advertising industry experience--touching nearly every aspect of the business from media to copywriting to strategy--he draws from diverse resume of brands including Google, Beats by Dre, Honda, Toyota, Nestle, Bank of America, and many more.

Andrew Rohm is professor of marketing and codirector of the M-School program at Loyola Marymount University in Los Angeles, California. Before joining LMU he served on the faculty at Northeastern University in Boston, Massachusetts. He has published extensively in the areas of digital media and company-customer relationships. He received his PhD from the University of Massachusetts Amherst.