Market Entry Strategies: Text, Cases And Readings In Market Entry Management Review

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Market Entry Strategies: Text, Cases And Readings In Market Entry Management ReviewThe Book Market Entry Strategies by Christoph Lymbersky introduces the concept of different market entry strategies such as Licensing, Franchising, FDI, M&As, Greenfield, Exporting, Turnkey Projects, Management Contracts etc. Each strategic concept gets explained with its advantages and disadvantages. A lot of examples from companies around the world illustrate the theory explained and make it easy to remember pitfalls and success stories.
In a second part the book introduces intercultural differences, what to take care of when entering a foreign market and how to prepare an international strategy. Choosing the right people to send overseas, the right market and the right strategy for the market can determine if an international strategy turns out to be a success or a failure.
The author explains in detail what steps to take, how to choose a market and how to avoid mistakes that other companies have made. The combination of the intercultural part, strategic theory, examples and case studies make this book a "must read" for every international business student and international marketing or strategic manager.
Market Entry Strategies: Text, Cases And Readings In Market Entry Management OverviewThis book is aimed at students and professionals who are interested or involved in international market entries or product launches. The focus of the first part of the book is on market analysis, competitive positioning and common pitfalls of multinational companies. 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 second part of the book introduces the reader to the influence of culture on international market entries. 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.

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