European market entry and expansion: Case study of an international mortgage bank

Jörg Ohlsen and Karin Markgraf

European Management Journal, 1991, vol. 9, issue 3, 317-320

Abstract: In this article, Jörg Ohlsen and Karin Markgraf examine the case of an international mortgage bank, a client of KPMG Management Consultants, who wished to prepare a market entry strategy in several European countries. The bank used strategic analysis and strategic choice and implementation, and decided to focus its research on the commercial property market in Germany and the UK. The authors outline the results of the bank's analysis.

Date: 1991
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