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Prema Nakra

Prema Nakra, Ph.D. is an educator, economist and a marketing consultant. Dr. Nakra is a professor of marketing and International Business and MBA Program Director at the School of Management, Marist College. Her academic qualifications include a Ph.D. in economics, MA in economics, and MBA in marketing management.

Prior to joining Marist, Dr. Nakra worked for international organizations including the International Cooperative Alliance for South East Asia, Ellington Duval Inc, Worldwide Marketing Group, and the New School for Social Research. An active member of American Marketing Association, American Economic Association, and Balanced Scorecard Technology Council, she is frequently invited to presents papers and at international business conferences.

She also conducts seminars and workshops for executives and managers in global Information Technology and Healthcare industries among others. Her areas of expertise include: market and competitive intelligence, corporate/business performance appraisal and strategy development, corporate reputation management, knowledge and intangible assets management, and information security and privacy management strategies.

She is a senior fellow at the Center for Strategic Initiatives, a certified Tango (KM) facilitator, and MBA Program Director. Dr. Nakra can be reached at +1 845-575-3000 ext. 2866.

Email Author: Prema.Nakra@marist.edu

Articles Written By Prema Nakra

How Exporters Can Make the Most of International Trade Shows

Prema Nakra | May 24, 2017 | Export Finance

International trade shows or trade fairs are an absolute must for companies wishing to move ahead in the fiercely competitive global market environment. They help businesses large and small compete against companies from around the world.

Several thousand international trade shows and trade fairs occur annually in more than 70 nations. Specialized fairs in individual sectors such as technology, automotive, fashion and home furnishings regularly take place.

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How to Set Up Your Company's International Distribution

Prema Nakra | November 11, 2016 | Export Finance

Once you've zeroed in on new markets for your company's products, you must determine how you will sell and distribute your goods and services in those countries. Fortunately, we live in a global village where technological innovations have made the life of exporters easier by providing multiple ready-to-use global distribution options.

Global logistics options include service providers such as freight forwarders, air express outfits, ocean carriers, and overland transportation companies. These entities offer extremely reliable and fast service including tracking of shipment and overnight delivery promises.

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Global Warranty Management: Do You Have a Process in Place?

Prema Nakra | July 15, 2016 | Export Finance

Product warranty, despite its somewhat pedestrian mantel in the eyes of too many marketers, plays an increasingly significant role in both consumer and commercial transactions. It's  just as important for the customers in your home country as it is for all those in the countries where you market your products directly or indirectly.

Strategically designing product warranty services is important even if you know your product is reliable and seldom fails. Global warranty management is important for both technologically sophisticated products as well as non-technical products. Warranties are a signal of quality and they serve as elements of marketing strategies.

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Use the CE Marking When Exporting to the European Union

Prema Nakra | May 20, 2016 | Export Markets

The European Union (EU) is a massive market that takes great pride in unifying the region so products and services can flow throughout the market seamlessly. To achieve greater integration, the EU has adopted what it terms the CE Marking Directives. These directives insist that CE Marking is mandatory if your product falls in one of the defined categories stated in its directives.

In this article I will highlight the power of the EU in the world market and the importance of CE Marking to enter and sustain your international marketing operations. As always, I won't provide any legal counsel or advice.

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Export Marketing Strategies: To Adapt or Not to Adapt?

Prema Nakra | September 14, 2015 | Export Finance

Exporting is the most traditional and well-established form of market entry strategies. Simply stated, exporting refers to the marketing of goods produced in one country into another.

While exporting requires no direct manufacturing in a foreign country, successful exporting warrants a need for significant investments in marketing-related initiatives. Done right it can be an expensive but lucrative proposition.

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Should You Care about Country of Origin Impact?

Prema Nakra | August 24, 2015 | Export Finance

Imagine for a moment that the $95 dress shirt you are wearing today was actually produced for a large upscale retailer in the United States by a mega company based in Hong Kong (China). On further research you find that the shirt was actually manufactured in Singapore with fabric from Pakistan and buttons from Japan.

Better still, it could have been manufactured in any of 25 countries where this Hong Kong-based company has branches. This is a truly global shirt that has probably traveled farther than many of us involved in international trade.

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Doing Business in South Africa

Prema Nakra | May 1, 2011 | Export Markets

In 2001, Goldman Sachs economist Jim O'Neill coined the term BRIC to identify four large emerging economies and describe their geopolitical influence in years to come.

The BRIC economies (Brazil, Russia, India and China) accounted for approximately half of global growth between 2000 and 2008 and are expected to account for 61% of global growth in 2014, according to research by the International Monetary Fund (IMF).

Not surprisingly, South Africa, the largest economy on the African continent, was recently invited to join this group. Now the powerful group of emerging economies can be proudly referred to as BRICS. South Africa's invitation by BRIC to join BRICS as a full member is an affirmation of its status as part of the dynamically evolving world economy. Membership has the potential to boost investment and trade opportunities for South Africa.

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China's Consumer Market: Opportunities and Challenges

Prema Nakra | June 10, 2007 | Export Markets

Everyone is talking about the People’s Republic of China (PRC or China), and not just because the country is hosting the next Olympic Games. Today China stands tall as a one of the fastest growing economies in the world.

In the last three decades, as per the latest figures, China’s economy grew by 10.6%. The Chinese economy has gone from being a lumbering agrarian economy 25 years ago to a rapidly developing economy today.

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International Marketers Dilemma: To License or Not to License!

Prema Nakra | October 15, 2006 | Export Finance

For businesses wanting to crack a foreign market, determining where to start and what approach is best can be confusing and daunting. There are many ways in which your company can enter the foreign market: direct or indirect exporting, licensing, joint ventures, strategic alliances, and foreign direct investment (FDI).

In this article I will discuss how to use licensing as a mode of entry into an international market from marketer’s perspective. No legal or intellectual property related issues or recommendations will be provided.

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Beware of Non-Tariff Barriers in Global Markets

Prema Nakra | August 27, 2006 | Import Basics
Significant progress has been made over the past half century in lowering tariff barriers to international trade. The U.S. and Europe have successfully knocked down tariff barriers while harmonizing business rules between their own markets. However, as countries and regions have made efforts to reduce tariffs, the importance of non-tariff barriers in countries around the world has increased. For international businesses these barriers negatively affect market access, profitability and the market position.

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