"Export Now: Five Keys to Entering New Markets," co-authored by Peter Cohan and Frank Lavin shares strategy on how to take any-sized business global.

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Babson management lecturer Peter Cohan is co-author of Export Now: Five Keys to Entering New Markets (John Wiley & Sons, $29.95), published in September. With co-author Frank Lavin, they share the secrets to taking a company global.
Offering a real-world strategy that any sized business can use to go global, the book outlines the steps needed to compete and win in exports, offering the core message that: (1) It is easier than you think; (2) You do need a plan.
The book features over twenty case studies, complete with successes, failures, and avoidable mistakes, from companies such as IKEA, Tee Yih Jia, Electrolux, Sylvan Australia, TokyoPop, Home Essentials, and H&M, in addition to composite stories based on the authors’ work helping thousands of SMEs that have ventured into new markets.
Written for the small and medium-sized enterprise (SME) manager, CEO, or the person responsible for new market entry, this is a how-to book, full of tips, examples and precautions; it is lively, short, and easy to read.
Watch a short video with Frank Lavin talking about Export Now.
Read the foreword by former U.S. Secretary of Commerce Gary Locke here. Other notable recommendations are:
“Export Now is an indispensable guide to the often complex maze of exporting. Highly recommended.”
    -- Thomas J. Donohue, President and CEO, U.S. Chamber of Commerce
“’Export or die!’ might be the well-deserved title of this book. Foreign competitors are coming into your market.  You need to start selling to their markets. Your market isn’t going to grow as fast as other markets in the world. This book is the best coach that I know to bring you into profitable exporting.”
    -- Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University 
About The Authors
Frank Lavin was known as America’s “Salesman-in-Chief” when he served as Under Secretary for International Trade at the U.S. Department of Commerce. In that capacity, he supervised U.S. export promotion activity and worked with over two thousand small and medium-sized enterprises (SMEs) to develop their export strategies. He continues to work with companies on market entrance and international challenges as chairman of Edelman’s Public Affairs Practice in the Asia Pacific Region. Recently he established Export Now ( to help companies use the Internet to export to China. He previously served as the U.S. ambassador to Singapore and worked in banking and management positions in Asia after having served in the Reagan White House and NSC as well as the Commerce Department in both Bush administrations. Lavin has written articles for the New York Times, the Washington Post, and the Wall Street Journal.
Peter S. Cohan,, is president of Peter S. Cohan & Associates,, a management consulting and venture capital firm founded in 1994. In the course of more than 150 consulting projects, he has helped governments and businesses to identify, evaluate, and profit from growth opportunities that spring from new technologies. Three of his portfolio companies were sold for a total of $2 billion. Cohan has appeared on ABC, CBS, CNBC, CNN, Bloomberg TV, NPR’s Marketplace, and FoxBusiness, and he has been quoted in the Wall Street Journal, the New York Times, BusinessWeek, and Fortune. He’s the author of nine previous books, including Capital Rising: How Capital Flows Are Changing Business Systems All Over the World, coauthored with Srini Rangan, which Choice called “groundbreaking”; “and You Can’t Order Change: Lessons from Jim McNerney’s Turnaround at Boeing” which was ranked the number one business book by Achievemax in 2009. Cohan teaches business strategy to undergraduate and graduate students at Babson College.

By Nancy Sullivan,, 781-239-4623 | 10/19/2011 09:19