International Business Development

1. Front Matter

   Pages i-xii

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2. International Business Development in Context—History, Trends and Realities

   • Ludwig Martin

   Pages 1-14

3. Product Development for International Markets: Tools for Excelling in Frugal Engineering

   • Liza Wohlfart, Marcel Fortwingel

   Pages 15-31

4. Legal Aspects of Launching Products Internationally

   • Michele Elio De Tullio, Astrid Wiedersich Avena, Maria Giorgia Mazzilli

   Pages 33-55

5. Ecosystem Evaluations in Business Development

   • Henning Hinderer, Ludwig Martin

   Pages 57-76

6. Assessing International Markets

   • Ludwig Martin

   Pages 77-99

7. Political Coverage for International Ventures

   • Jorge Del Castillo

   Pages 101-113

8. Project Management Standards

   • Ansgar Kühn

   Pages 115-139

9. Sourcing Strategies and Trends: Global Versus Local

   • Moritz Peter, Philipp Rathgeber

   Pages 141-154

10. Establishing Local Business Units

    • Ludwig Martin

    Pages 155-175

11. B-To-B Sales Approaches

    • Hector Gomez Macfarland

    Pages 177-195

12. Digital Communication in B-To-B Sales

    • Henning Hinderer, Claudio Pousa

    Pages 197-222

13. Corporate Social Responsibility in International Supply Chains

    • Katharina Kilian-Yasin, Rafael Correa

    Pages 223-246

14. Cross-Cultural Strategizing for Successful Customer Relationship Management

    • Jasmin Mahadevan, Tobias Reichert

    Pages 247-266

15. Back Matter

    Pages 267-270

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This textbook offers theories, terminology, common approaches and current issues in international business development. It covers the full range from strategic considerations to setting up supply chains and sales channels in a globalized world. In addition, a closer look into issues of social responsibility and cultural aspects of international business is presented. A particular feature is the focus on Business to Business contexts of international management. 


The authors with their varied backgrounds from academia as well as industry offer insights into topics such as (frugal) innovation, legal aspects of launching products internationally, ecosystem evaluations, market assessments, political coverage for international ventures, project management standards, sales approaches as well as digital communication. Case studies illustrate the theoretical content. Early career practitioners will find this book to be a good resource.


This textbook has been recommended and developed for university courses in Germany, Austria and Switzerland.

• International Business Development
• Business to Business
• Lehrbuch
• Textbook
• Englischsprachiges Lehrbuch
• Englisches Lehrbuch
• Product development
• International markets
• Going international
• Business ecosystem evaluations
• Supply chain development
• Local business units
• B2B sales approaches
• Digital communication
• Corporate social responsibility
• Culture clashes
• International ventures
• Project management standards
• Digital communication
• Case studies

• Pforzheim University, Pforzheim, Germany

  Ludwig Martin

Prof. Dr. Ludwig Martin is professor for International Management in Engineering at Pforzheim University (Germany) and serves on company management boards in Germany and South Africa. He has a broad international network in industry as well as in the scholarly world. The contributing authors are highly regarded subject experts, based in Germany and abroad.

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