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Printable Handouts
Navigable Slide Index
- Introduction
- Global marketing text book
- The stages in the internationalization process
- Structure of the presentation
- Globalization is here
- A simplified value chain
- Centralization of the value chain activities
- POCOYO
- Different market entry modes
- Types of entry modes
- Classification of market entry modes
- Factors for choosing an entry mode
- Case study in choosing an entry mode
- Jarlsberg
- Export modes introduction
- Major types of exporting
- Export modes
- Direct entry modes
- Finding an intermediary
- Criteria for choosing an intermediary
- Profiling potential partners
- International partner matrix
- Agent entitlements upon contract termination
- Lysholm Linie Aquavit
- Arcus
- Linie Aquavit in export mode
- Brentzen-Gruppe
- Intermediate entry modes (1)
- Intermediate entry modes (2)
- Benetton’s use of contract manufacturing
- Life cycle benefits of licensing
- Franchising in McDonald's
- Strategic alliances (non-equity alliance)
- Joint ventures (equity alliance)
- Reasons for using joint ventures
- Stages in joint-venture formation
- Relationships in joint ventures
- Types of value chain partnership
- Collaboration possibilities in the value chain
- Entry modes into the Chinese market
- Hierarchical modes introduction
- Hierarchical modes (value chain perspective)
- Starbucks prefers hierarchical modes
- Different hierarchical modes
- Domestic-based sales representatives
- Sales subsidiary
This material is restricted to subscribers.
Topics Covered
- The entry mode is the institutional/organizational arrangement necessary for entry of a company's product or service into a foreign market
- The company's choice of its entry mode is the net result of several, often conflicting forces
- The need to anticipate the strength and direction of these forces makes the entry mode decision a complex process with numerous trade-offs between alternative entry modes
Links
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Talk Citation
Hollensen, S. (2016, July 31). Entry mode strategy in global marketing [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved October 6, 2024, from https://doi.org/10.69645/NQBZ1137.Export Citation (RIS)
Publication History
Entry mode strategy in global marketing
A selection of talks on Strategy
Transcript
Please wait while the transcript is being prepared...
0:00
SVEND HOLLENSEN: Hello.
My name is Svend Hollensen.
I'm an Associate Professor
in International Marketing
at University of Southern Denmark.
Today, I'll be talking about entry
mode strategy in global marketing.
Why is this an important theme
in international marketing?
Well, when a company has
selected its target market,
it must also decide how
to enter the market.
And basically it can choose
among three different categories
of entry modes.
Export, intermediate,
and hierarchical modes.
And, I will talk about these
three categories today.
0:39
The starting point
of my presentation
will be my "Global Marketing"
textbook, which I will also
refer to during my presentation.
0:50
In this book, I have structured the
international marketing process
in five stages.
Stage number one is the
decision to internationalize.
So should the company stay at
home or should it go abroad?
Stage number two is the
international market selection.
Here the company decides
which markets to enter.
Stage number three is
the entry mode strategy.
And this is what I'll
be talking about today.
Stage number four is
designing the global marketing program,
the marketing mix
of the global markets.
And the final stage is
implementing and coordinating
the global marketing program.
And in this presentation,
our focus is on stage number three,
the entry mode strategy.