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| Author: | Farra, F. Kearney, A.T. Bell, D. |
| Title: | Globalisation strategies: How to crack new markets |
| Journal: | European business forum EBF
2006 : SUMMER, 25, p. 40-45 |
| Index terms: | marketing strategy retailing markets globalization international trade companies |
| Language: | eng |
| Abstract: | With two out of three retailers failing outside their home market, foreign expansion is no easy task. The most common mistakes are overconfidence and poor timing. For example, Wal-Mart's failure in Germany was associated with the retailer's lack of thorough study of the German consumption behaviour. Discussed are factors to consider in choosing the best time to venture into foreign market. |
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