Fundamentals for Success in the US Market

This program is designed for senior-level managers with 10+ years of progressive management experience and good working knowledge of all the organizational functions (marketing, finance, accounting, HR, operations, etc.) from companies aspiring to enter the US market. The program is equally appropriate for managers transferring to the US for the first time even though their companies may be well established in the US.

In this program, you will learn to:

1. Develop a sense of the economic, legal, and regulatory environment of the US
2. Appreciate the unique negotiation styles and practices in the US
3. Understand the importance of branding and learn how to craft a compelling brand message in the US market
4. Learn from companies that have successfully entered the US market
5. Learn how to use social media and other digital platforms to market your company effectively in the US
   

Selecting and Managing Channel Partners

1. Gain key insights for determining the right channel partners
2. Match channel partners to targeted end-user segments
3. Address designing the route-to-market task splits
4. Discuss control and conflict in cross-culture channel relationships

Developing Strong Business Networks in the US

1. Learn principles for developing leadership and creative talent
2. Effectively build and manage the network of your company
3. Use the Six Degrees of Separation Worksheet® to optimize your network

The US Legal and Regulatory Environment

1. Gain an overview of the US federal legal system and key foreign differences
2. Discuss legal constraints and policies pertaining to contacts, human resources, and pricing

Economic and Demographic Environment of the US and its Regions

1. Review structure of US economy and its major regions
2. Examine key sources of economic growth and the impact of monetary policy and demographic trends
3. Look at foreign direct investment as it relates to the US dollar exchange rate

Building a Strong Brand

1. Learn how to manage a portfolio of brands
2. Consider the powerful role of new media in developing strong brands in the US

Technology, Social Media, and Mobile Marketing

1. The state of interactive marketing
2. Technology & marketing: not an entirely new story
3. Social network marketing: Old World marketing on steroids
4. The third screen: digital marketing beyond the PC

Selecting and Managing Channel Partners In the US Market 

1. Gain key insights for determining the right channel partners
2. Match channel partners to targeted end-user segments
3. Address route-to-market task splits
4. Discuss control and conflict in cross-cultural channel relationships

Stephen Burnett - Academic Director; Professor of Management & Strategy

Jeanne Brett - DeWitt W. Buchanan, Jr., Professor of Dispute Resolution and Organizations; Director of Dispute Resolution Research Center

Timothy Calkins - Clinical Professor of Marketing

Patrick Duparcq - Lecturer of Marketing

Richard I. Kolsky - Lecturer of Executive Programs

Sergio Rebelo - Tokai Bank Professor of Finance

Emerson Tiller - J. Landis Martin Professorship of Law & Business, Northwestern School of Law

Brian Uzzi - Richard L. Thomas Professor of Leadership and Organizational Change; Professor of Industrial Engineering and Management Sciences, McCormick School (Courtesy); Professor of Sociology, Weinberg College (Courtesy); Co-Director, Northwestern Institute on Complex Systems (NICO)