Selecting and Entering Global Markets

Bodo B. Schlegelmilch
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Bodo B. Schlegelmilch: Vienna University of Economics and Business

Chapter 3 in Global Marketing Strategy, 2022, pp 51-81 from Springer

Abstract: Abstract This chapter focuses on two important decisions: how to select the most promising geographic market(s) and which market entry method is the most appropriate. Thus, the first part of the chapter describes how to systematically assess and select geographic markets. The second part describes alternative market entry methods. A distinction is made between non-equity modes, such as different means of exporting and contractual agreements, and equity modes, such as joint ventures and wholly owned subsidiaries.

Keywords: Corporate growth paths; Diversification; Transfer of business models; First mover advantage; Outsourcing; Offshoring; Nearshoring; Farshoring; Licensing; Franchising; Joint venture; Collaborative ventures; Wholly owned subsidiaries; Direct investments; Portfolio investments (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-90665-8_3

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DOI: 10.1007/978-3-030-90665-8_3

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