Market Entry Strategies

Abstract

This chapter looks into market entry strategies. It introduces the international marketing environment alongside its impact on market entry strategies. The chapter narrates the process of internationalization which used the Uppsala approach, industrial network approach, and bargaining power approach. Additionally, the chapter examines other theories of internationalization such as the transactional cost analysis theory. The chapter then lists multi-level marketing and the subscription business model as examples of international business models, while licensing and franchising are referenced as market entry modes. The chapter looks into the electronic marketplace as well. Moreover, the chapter acknowledges the difficulty of matching marketing strategies and modes of entry while referring to global services.