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.
Frequently, individuals who are charged with implementing internationalization strategies are struggling with differing attitudes and practices in foreign markets. This chapter describes how cultures can be compared and how cultural differences can be overcome. In addition, mini-cases, additional resources, and tasks and questions are provided.