Export Odyssey

Author(s): Nicholas Williamson, Steven Cramer

Edition: 1

Copyright: 2018

Pages: 197

Details: Electronic Delivery EBOOK | 180 days |

Export Odyssey is a highly innovative approach to teaching export marketing that combines the structure and safety of a classroom setting with the real-world sales of products to foreign buyers. Under development since 1988, the text has been crafted through the authors’ collective experiences in overseeing the work of over one thousand students. Divided into two distinct sections, the first nine chapters of Export Odyssey provide students with comprehensive content focused on the operations of small- and medium-sized (SME) manufacturing enterprises. The final three chapters are process-related and help students gain insight into how to perform managerially useful activities.

Export Odyssey:

  • Provides an approach to export marketing virtually unseen in textbooks prior to this publication.
  • Guides students in generating 3 unique, comprehensive in scope, and managerially-oriented “deliverables” for their SME manufacturer host concerns.
  • Directs student teams in the engagement in real-world sales—while still enrolled in their export marketing classes—that cover a variety of product categories, including both consumer and industrial goods.
  • Deals with the reality of “free riders”—students who don’t pull their weight in Export Odyssey team activities—to ensure that they don’t jeopardize the quality and progress of their team’s work.

About The Authors

Chapter One Introduction to Export Odyssey

Chapter Two  Recruiting a Host Manufacturer

Chapter Three Team Issues in the Context of the Export Odyssey Project

Chapter Four  Determining the Correct Product and Industry Codes

Chapter Five Export Market Research: Searching the Web using  Google, and Searching Proprietary Electronic Databases

Chapter Six Product

Chapter Seven Export Pricing and Methods of Payment for  Exported Products

Chapter Eight Export Promotional Methods

Chapter Nine Export Channels of Distribution

Chapter Ten  Identifying Export Marketing Strategies of U.S. and Non-U.S. Competitor Firms

Chapter Eleven Import Market Selection

Chapter Twelve  Export Marketing Strategy Statement

Nicholas Williamson

Nicholas C. Williamson, AB, MBA and PhD, received all his degrees at the University of North Carolina at Chapel Hill.  He is Emeritus Professor – Marketing, at the University of North Carolina at Greensboro, where he taught marketing at the undergraduate and graduate levels from 1983 to 2017. His research in the domain of export marketing has been published in the following journals:  Journal of Marketing, Journal of International Business Studies, Journal of International Marketing, International Trade Journal, International Marketing Review, Journal of Global Marketing, International Business Review, Journal of Management Policy and Practice, and Marketing Management Journal. The majority of these articles have been cited the newly-released eTextbook Export Odyssey, co-authored with Steven M. Cramer.  

In Spring of 2017, Williamson was inducted by the Governor of the State of North Carolina into the Order of the Long Leaf Pine, an honor that is, according to the Order’s website, generally regarded as the highest honor that is awarded by the Governor, to reflect a very high level of service to the State of North Carolina.  The main reason behind receiving this award lay in Williamson’s on-going work in developing an export project for 29 years, involving hundreds of small and medium-sized companies from across the State of North Carolina, and more than one thousand undergraduate students who served as export analysts for these companies, using as a guide the undergraduate student team-based, structured experiential learning project that has come to be known as Export Odyssey.  

Steven Cramer

Steve Cramer is business librarian and associate professor at the University of North Carolina at Greensboro. He was awarded the PrivCo Prize for Excellence in Business Librarianship in 2015. As a Coleman Fellow for Entrepreneurship Education, he teaches Entrepreneurship/Geography/Library Science/Marketing 530: Researching Opportunities in Entrepreneurship & Economic Development. He co-teaches Marketing 426: International Marketing (the “Export Odyssey” class) and Entrepreneurship 300: Feasibility Analysis. He serves on the advisory board of the Triad Regional Export Initiative and provides research support for the Initiative. 

He came to UNCG from Duke University, where he served as the Digital Services Librarian and business specialist in Perkins Library. Before Duke, he was a librarian at Davenport College (now University) of Business in Holland, Michigan. He earned a BA in Medieval and Renaissance Studies from the University of Michigan, and a Master’s degree in Library and Information Science from the University of North Carolina in Chapel Hill.

Related ISBN's: 9781524955786




ISBN 9781524955786

Details Electronic Delivery EBOOK 180 days