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Fundamentals for Success in the US Market

A Practical Guide to Success

 
Professor Tim CalkinsAs the world’s largest economy with its highly developed infrastructure, the United States attracts a wide range of companies with equally wide-ranging ambitions — from startups with their sights set on global expansion to long-established organizations looking to compete aggressively beyond their traditional boundaries.

If your company is considering or planning on breaking into the U.S. market, this executive program will provide essential insight and information on the issues that can impact — positively or negatively — successful entry. It will also help you master the management skills required to meet those challenges with confidence.

Contact us to learn more about this and other programs at 847-467-6018 or ExecEd@kellogg.northwestern.edu


  1. Senior-level managers from companies aspiring to enter the U.S. market
  2. Managers transferring or recently transferred to the United States for the first time
  3. Should have 10+ years of progressive management experience and good working knowledge of key organizational functions (e.g., marketing, finance, accounting, HR, operations)
During this program, you will:

  1. Develop a sense of the economic, legal and regulatory environment of the United States
  2. Become familiar with negotiation styles and practices unique to the United States
  3. Understand the importance of branding and how to craft a compelling brand message for the U.S. market
  4. Gain practical insight from the real-life success stories of other companies that have also entered the U.S. market
  5. Learn how to use social and other digital media to market your company effectively in the United States

Negotiating Practices and Styles in the U.S. Context

  1. Develop an appreciation for the U.S. business culture
  2. Learn how culture impacts negotiating
  3. Develop powerful U.S.-centric negotiating skills

Developing Strong Business Networks

  1. Learn principles for developing talent
  2. Build and manage your company network
  3. Use the Six Degrees of Separation
  4. Worksheet to optimize your network

The U.S. Economic and Demographic Environment

  1. Review the structure of the U.S. economy
  2. Examine economic growth, the impact of monetary policy and demographics, and foreign direct investment

The Legal and Regulatory Environment

  1. Review the U.S. federal legal system and key differentiators
  2. Explore legal constraints and policy issues

Building a Strong Brand

  1. Manage a portfolio of brands
  2. Understand the role of new media

Technology, Social Media and Mobile Marketing

  1. Explore technology and interactive marketing
  2. Understand social networks and digital marketing beyond the PC

Selecting and Managing Channel Partners

  1. Determine the right channel partners and match them to end-user segments
  2. Address route-to-market task splits and cross-cultural channel relationships

Special Feature:

  1. During this program, you’ll have opportunities to learn from and interact with special guest speakers — experienced executives from companies that have successfully entered the United States.
  2. They will share lessons learned and insights gained.
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 - Adjunct Professor of Executive Education

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); Faculty Director, Kellogg Architectures of Collaboration Initiative (KACI)

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