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

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

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