Going International - Strategies and Methods for Entering Foreign Markets

Internationalization has increased significantly in many areas of the economy. Formerly independent sectors are merging into global industries where companies compete internationally. This development affects not only large multinational corporations but also many small and medium-sized enterprises. It is therefore essential for decision-makers in companies to possess scientifically sound, application-oriented knowledge to meet the challenges of internationalization. This book addresses this need. It is based on years of research and development in cooperation with international companies. It tackles practically relevant issues of the internationalization process, conveys scientifically sound knowledge, illustrates this with real case studies, and provides methods and tools for implementing the acquired knowledge.