Global Business Strategy, 2nd Edition

CHAPTER 7

Target Market Selection and Entry Strategies

Introduction

Few companies can afford to enter all markets open to them. Even the world’s largest companies, such as General Electric or Nestlé, must exercise strategic discipline in choosing the markets they serve. They must also decide when to enter them and weigh the relative advantages of a direct or indirect presence in different regions of the world. Small- and midsize companies are often constrained to an indirect presence. For them, the key to gaining a global competitive advantage is creating a worldwide resource network through partnerships with suppliers, customers, and sometimes competitors. What is a good strategy for one company, however, might have little chance of succeeding ...