An Export Strategy Model for Firms with Small Home Markets
Der Markt, Vol. 27, No. 106, pp. 122-133, 1988
Posted: 18 Apr 2006
In this paper, a model for evaluation of target countries by exporting firms with small home markets is proposed. The importance to such firms of successful export to foreign countries is discussed, as are issues in country identification and comparison. The framework consists of three steps: identifying domestically successful strategies; identifying environmentally sensitive components of these strategies; and adapting these components to the requirements of the new environment. A simple positioning analysis, and case histories of successful entry strategies, are used to exemplify and clarify model application.
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