Market Entry Strategies

This book is designed for students studying international business, but also for professionals working in companies facing market entry decisions. The first chapter will introduce the concept of an international strategy by focusing on global efficiencies, the components of an international strate [...]
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This book is designed for students studying international business, but also for professionals working in companies facing market entry decisions. The first chapter will introduce the concept of an international strategy by focusing on global efficiencies, the components of an international strategy and the development of an international strategy. An emphasis is put on market analysis, competitive positioning and common pitfalls of multinational companies. The second chapter discusses different entry modes and forms of foreign direct investments. Franchising, licensing, joint ventures, the Greenfield strategy as well as mergers & acquisitions are explained in detail with their advantages and disadvantages. The accompanying case studies for each entry method illustrate common problems outlined in the text. The third Chapter introduces the reader to the influence of culture on international market entries. Geert Hofstede's, Edward T. Hall's as well as Fons Trompenaars's theories about cultural differences get explained with interesting examples. Managers will find important advice in this chapter on what to take care of, how to prepare for and to avoid cultural clashes. Each market entry strategy has its impacts on the corporate culture of a company, on its people and on the environment. It is this book's aim to prepare its reader for the interesting strategic decisions that a multinational company faces.