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Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
Chapter 9
Global Marketing
What is the Right
Market Entry Strategy?
• It depends on:
– Vision
– Attitude toward risk
– How much investment capital is available
– How much control is desired
Network-based X X X
More complex
C Concentration Diversification
O
U Concentration 1. Narrow 2. Country
N Focus Focus
T
R 3. Country 4 . Global
Y Diversification Diversification Diversification