Market Expansion Strategies and Entry Modes in International Business
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Market expansion strategies (concentration-specialization and spreading-flexibility)
Motivation for internationalizing: Proactive and Reactive:
- Reactive: market-competitive environment-political environment-economic environment-chance occurrence-extra inventory-exporting.
- Proactive: expanding sales-launch an offensive-power & prestige, lower costs of labor-less stringent rules-extend life of a product.
Rules of entry mode: Naive-Pragmatic – strategy.
Entry modes: Exporting-Contractual- Investment.
- Exporting: Types:
- Direct (ad: control foreign markets-good info feedback-better protection of trademarks. Dis: higher start-up costs-high investment-info requirements)
- Indirect (ad: fast market access-Little commitment-export management is outsourced.