All business is global. Notwithstanding the ups and downs of international trade over the years and despite all criticisms of globalization’s undesired by products, competing internationally is the new normal for most companies. Sometimes companies proactively seek opportunities in other markets, at other times they are forced to do so. Whatever their motives, and regardless of whether they are small, medium-sized, or large conglomerates, they are all faced with similar challenges. INTERNATIONAL MARKET ENTRY STRATEGIES explores how companies can work through these challenges in a systematic way.
One of the most fundamental tasks in the systematic international market entry process is the selection of the “best” foreign markets. What makes a market a good market and how markets can be systematically compared is discussed in this chapter. In addition, mini-cases, additional resources, and tasks and questions are provided.