Overseas Marketing Strategy

by William L. Kelley, (M.ASCE), Vice Pres.; International Engineering Co., Inc., San Francisco, Calif. 94105,
Richard E. Kohne, (F.ASCE), Pres.; International Engineering Co., Inc., 180 Howard Street, San Francisco, Calif. 94105,

Serial Information: Issues in Engineering: Journal of Professional Activities, 1982, Vol. 108, Issue 2, Pg. 115-121

Document Type: Journal Paper


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.

Subject Headings: Marketing | Project management | Managers | Leadership | Remediation | Legal affairs | Taxation | Team building

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