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Markteintrittsstrategien im Ausland – Eine Herausforderung für ein professionelles Personalmanagement

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Markteintrittsstrategien

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Zusammenfassung

Der Markteintritt in einen Auslandsmarkt ist eine Managementherausforderung, die seit langer Zeit existiert, die aber vor allem unter Gesichtspunkten der Wahl der angemessenen Eintrittsstrategie (Madhok 1997; Ekeledo/Sivakumar 1998; Blomstermo et al. 2006) sowie der Absatzmarktstrategie (Gannon 1993; Voss/Tansuhaj 1999) betrachtet wird. Damit steht das marktorientierte Paradigma (Caves/Porter 1978; Porter 1980; Narver/Slater 1990) klar im Vordergrund: Es zielt darauf ab, dem Unternehmen eine konkurrenzfähige und nachhaltig gewinnorientierte Wettbewerbsposition zu ermöglichen. Für die Unternehmen, die einen Markteintritt im Ausland wagen, stellt sich die Ausgangssituation doppelt schwierig dar, denn sie müssen einen eigenen Kundenstamm neu aufbauen, und dies in einem Umfeld, das sie nicht kennen. Bereits hierfür ist viel Spezialwissen notwendig.

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Authors
  1. Volker Stein
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Editors and Affiliations

  1. Saarbrücken, Deutschland

    Joachim Zentes

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Stein, V. (2012). Markteintrittsstrategien im Ausland – Eine Herausforderung für ein professionelles Personalmanagement. In: Zentes, J. (eds) Markteintrittsstrategien. mir-Edition. Gabler Verlag. https://doi.org/10.1007/978-3-8349-3504-5_7

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