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2022 | OriginalPaper | Buchkapitel

3. Selecting and Entering Global Markets

verfasst von : Bodo B. Schlegelmilch

Erschienen in: Global Marketing Strategy

Verlag: Springer International Publishing

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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.

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Vorheriges Kapitel The Global Marketing Environment

Nächstes Kapitel Balancing Global Synergies and Local Responsiveness

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Titel: Selecting and Entering Global Markets
verfasst von: Bodo B. Schlegelmilch
Verlag: Springer International Publishing
Buch: Global Marketing Strategy
Print ISBN: 978-3-030-90664-1

Electronic ISBN: 978-3-030-90665-8

Copyright-Jahr: 2022
DOI: https://doi.org/10.1007/978-3-030-90665-8_3

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