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Tutorial Course Descriptions

Detailed Syllabus

B-130 Doing Business in the U.S.A.

The U.S. economy is a big market. A small win in the U.S. could be as impactful as a big one in the country of origin. But a big market also means more competition. Success requires conquering the double challenge of creating a new business and doing so in a foreign culture.

This course is intended for business leaders who are considering doing business in the U.S. or desire to improve the results of their existing approach. The course is organized into the stages encountered in chronological order and addresses the critical decisions and factors for success of each stage.

Topical Outline:

The instructor has held the top Strategic Marketing role in global B2B companies with Engineered Products in various industries, including thin films and coatings. She has built business in the U.S. for a foreign multinational, held a global leadership role in a U.S. Fortune 500 company, and has been an Executive in several smaller multinationals.

As a Management consultant, she has helped small and medium size business clients shape their business strategy for growth. Increase in profit from innovation, shortening in time to market for global companies, and higher business valuation at time of sale have resulted from her implementation of Stage Gate®, presented at SVC TechCon 2011, and market research for product design or new market entry. As a foreign-born professional, she is well acquainted with the impact of culture on business.

Course Details:

  1. Critical Initial Decisions
    • Deciding whether to do business in the U.S.
    • How to structure the U.S. presence: full organization including Manufacturing, Sales Representatives, and many other unusual options
    • What impact the location has on the business and how to choose the location to facilitate success
  2. Setting up
    • What preparation is needed to make the right decisions in setting up the business
    • The critical minimum elements required to do business in the U.S.
  3. Doing Business in the U.S.
    • Cultural aspects of the U.S. which impact business and how to cope
    • The personal experience of transplants: how to help them cope so they can do best by you
    • Competing with U.S. businesses
    • Practical ways to prevent the home culture from getting in the way of doing business

Instructor: Jocelyne O. McGeever,
Jocelyne O. McGeever

Jocelyne has held the top Strategic Marketing role in B2B companies with Engineered Products in various industries, including thin films and coatings. Her experience spans Fortune 500 companies, mid-size firms, Management Consulting and technology start-ups, in technical, Sales and Marketing roles.

As a Management consultant, she has helped clients shape their business strategy. Increase in profit from innovation, shortening in time to market for global companies, and higher business valuation at time of sale have resulted from her implementation of Stage Gate®, presented at SVC TechCon 2011, and market research for product design or new market entry.

She is an expert in commercialization of new technology. She excels at investigating multiple markets and prioritizing the best prospects, then creating, structuring and developing new business opportunities outside the core business, and negotiating win-win partnerships. Her experience spans diverse economic sectors, providing comprehensive knowledge of many industry practices and enables her to identify market opportunities yielding highest value and pricing. Her approach has delivered a 900% price premium and 33% CAGR.

Her considerable experience doing business globally in corporations of all sizes makes her a natural choice to guide expansion overseas or to set up business in the U.S.

She holds a Masters Degree in Materials Engineering from Ecole Centrale de Paris and a MBA with major in Marketing from Northwestern University’s Kellogg School of Management. She is the author of several patents and over two dozen published papers.


This course is currently available via:
On Location Education Program

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