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| Author: | Couturier, J. Sola, D. |
| Title: | International market entry decisions: the role of local market factors |
| Journal: | Journal of General Management
2010 : SUMMER, VOL. 35:4, p. 45-63 |
| Index terms: | international market entry strategy decision making food industry case studies companies Europe |
| Language: | eng |
| Abstract: | This paper examines how the choice of international market entry is influenced by external market factors. Based on interviews in four industries and on a longitudinal 2-year case study working with a major German food company entering the British, Italian and Polish markets, confirmed is the importance of external market factors, e.g. market growth, market consolidation and value chain fragmentation. Proposed is a practical framework to guide the company's entry strategy. |
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