Practical Options for Investors considering Market Entries
After explaining the strategic options for market entry in the previous chapter, this chapter focuses on the practical aspects of various modes of market entry as well as appropriate design of the marketing-mix. Starting with a short introduction to the history of international business (2.1), subchapter 2.2 presents and compares different modes of market entry such as export, contractual agreements and wholly owned subsidiaries. The marketing-mix of product, price, distribution and communication is analysed with regard to the possible options for firms to realise a competitive advantage in a foreign market (2.3).
KeywordsTrade Fair International Business Joint Venture Foreign Market Market Entry
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