How Do Austrian Small and Medium-Sized Service Enterprises Internationalize? Entry Strategies into the Emerging Markets of Central and Eastern Europe and the Role of Relationships

Katharina Maria Hofer
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Katharina Maria Hofer: Department of Retailing, Sales and Marketing, Johannes Kepler University Linz, Austria

International Journal of Business and Economics, 2015, vol. 14, issue 1, 23-42

Abstract: In the internationalization process of a firm, the choice of a suitable entry strategy for the foreign target market plays a vital role. For small and medium-sized companies in the service industry, even more challenges emerge in this process. This study examines the market entry strategies employed by Austrian small and medium-sized service enterprises operating in the emerging markets of Central and Eastern Europe. Fifteen case studies of Austrian service companies are analysed. The results show differing strategies and the importance of establishing and cultivating relationships for a successful market entry.

Keywords: market entry; relationships; services; small and medium-sized enterprises; emerging markets; Central and Eastern Europe (search for similar items in EconPapers)
JEL-codes: L26 L80 M16 M31 (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (1)

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