Problem: If a company is planning to export a product, two basic questions need to be asked.
Is the product ready to be exported? And, is the company ready to export the product (i.e., does the company have the infrastructure, knowledge, and skills to export the product)?
Culturally, the product is either ready for a global market or not (and, if not, the company can modify it if the market is important enough).
Company readiness is much more culturally sensitive. Having the appropriate cultural knowledge and skills are important. If you have the basic information about a company, you can use global EDGE's diagnostic tool called CORE (Company Readiness to Export) to assess both product and company readiness to export.
Which do you think is the most important: product readiness or company readiness? Explain your answer.
Please explain it in detail