Market Entry Strategy

  • Adriana Calvelli
  • Chiara Cannavale


The choice of the entry mode is a key step of the formulation of an international strategy. Firms need to find the right approach to the host market, and to take decisions, which are coherent both with opportunities and risks of the external environment, and with the resources they can exploit. The chapter shows the main entry modes firms can choose, and discusses the challenges connected to their implementation, in order to highlight the main factors firms should consider in their decision. We distinguish between competitive and cooperative entry modes, and through the consideration of different empirical evidence, we put some light on the differences between large and small firms, and on the choices of modes which are more appropriate for them.


Entry modes Export Investment Alliances Cooperation 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Adriana Calvelli
    • 1
  • Chiara Cannavale
    • 1
  1. 1.Parthenope University of NaplesNapoliItaly

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