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Foreign Market Entry

C/B/1657. Foreign market entry and internationalization

WORDS:
1800
DATE:
2009
PRICE:
19.99 GBP

The paper looks at the types of market entry modes used by multinational enterprises (MNE) including joint ventures and strategic alliances. The issues of cultural differences faced by companies as a result of internationalisation are addressed discussing the concepts of standardisation and adaptation in the foreign markets.

 

KEYWORDS: Global marketing, market entry, cultural differences, internationalisation, joint venture, strategic alliance,

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