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Home > Business and Economics > Business and Management > Sales and marketing > Markteintrittsstrategien Internationaler & Transnationaler Unternehmungen
Markteintrittsstrategien Internationaler & Transnationaler Unternehmungen

Markteintrittsstrategien Internationaler & Transnationaler Unternehmungen

          
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About the Book

Im Zuge der Globalisierung und des steigenden Kostendrucks verlagern sich neben Produktionen auch Markte in neue Regionen wie etwa nach China oder in die osteuropaischen Staaten. Die grossen weltweit agierenden Konzerne wie z.B. Industrieversicherer, welche die Risiken der produzierenden Industrie bisher weltweit begleitet haben, sehen sich nun vor der erneuten Herausforderung, ihren langjahrigen Kunden in ungewohntes Terrain zu folgen sowie dort auch neue Kunden zu uberzeugen. Die Motive der Internationalisierung sind vielfaltig, im wesentlichen aber meist getrieben durch das Erkennen von Geschaftschancen oder durch das Bedurfnis, das Risiko der Gesamtunternehmung zu streuen und zu mindern. Aus den Exportgescha ften des Handels und der Industrie entwickelten sich einst die ersten internationalen Marketingstrategien. Diese altbekannten Strategien, welche zum Teil zu Zeiten des Wirtschaftswunders entwickelt wurden, mussen jedoch nun uberpruft und gegebenenfalls auc h erganzt werden. Insbesondere die Entwicklung der domestisch aktiven Unternehmungen zu oft grossen internationalen und transnationalen Konzernen bedarf einer besonderen Beachtung. Insbesondere vor dem Hintergrund zunehmenden Konkurrenz- und Kostendrucks sowie verkurzter Produktlebenszyklen werden im globalen Markt nur noch die Unternehmungen langfristig Erfolg aufweisen konnen, die ihre internationalen Marketing-Aktivitaten mit einer klaren strategischen Orientierung gestalten. Diese Arbeit wird sich daher mit den zwei Kernthemen Marktauswahl sowie Markteintritt auseinandersetzen. In dieser Reihenfolge soll der 'Go International'- Prozess einer Unternehmung logisch aufgebaut und erlautert werden. Eine besondere Beachtung in dieser Hausarbeit finden vor allem die Markteintrittsstrategien. Die Entscheidung uber Form und Vorgehen des Markteintritts determiniert nicht selten uber Erfolg oder Misserfolg der Unternehmung. Wurde sich einmal fur eine Strategie entschieden, so gestaltet es sich in der Praxis als ausserst schwierig, diese zu revidieren oder anzupassen. Vorausgehend soll jedoch der Begriff der transnationalen Unternehmung zu anderen Organisationsformen abgegrenzt werd


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Product Details
  • ISBN-13: 9783638375573
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Language: German
  • ISBN-10: 3638375579
  • Publisher Date: 01 Jan 2005
  • Binding: Digital (delivered electronically)
  • No of Pages: 21


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