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Market entry strategies

The choice of a suitable form of market entry is seen as a key success factor in internationalization. In research, however, there is often a static and one-dimensional approach; In textbooks in particular, the focus is on entering a foreign market for the first time.

The contributing authors of this volume examine the problem of the dynamics and complexity of market entry strategies. The internationalization processes of companies show that the entry strategy adopted for the first time is adapted over time; market exits often occur later. At the same time, it can be seen that companies use different forms of entry in parallel, for example with regard to different strategic business areas or product market areas.

About the editors

Prof. Dr. Joachim Zentes holds the chair for business administration, in particular foreign trade and international management, director of the Institute for Trade & International Marketing (H.I.MA.) and director of the European Institute of Saarland University, Saarbr├╝cken.

Bibliographic information

  • Book TitleMarket Entry Strategies
  • Book SubtitleDynamics and Complexity
  • Editors Joachim Zentes
  • Series Titlemir Edition
  • Series Abbreviated TitleMIRED
  • DOIhttps: //doi.org/10.1007/978-3-8349-3504-5
  • Copyright InformationGabler Verlag | Springer Fachmedien Wiesbaden2012
  • Publisher NameGabler Verlag
  • eBook Packages Business and Economics (German Language)
  • Softcover ISBN978-3-8349-3503-8
  • eBook ISBN978-3-8349-3504-5
  • Edition Number1
  • Number of PagesX, 293
  • Number of Illustrations54 b / w illustrations, 0 illustrations in color
  • TopicsMarketing
  • Buy this book on publisher's site