3Market Entry Strategies

3.1About Strategy and Internationalization

The term strategy goes back to Chandler, who defined strategy ‘as the determination of the basic long-term goals and objectives of an enterprise and the adoption of courses of action and allocation of resources necessary for carrying out these goals’ (Chandler, 1962: 23). Consequently, strategic management is a set of managerial decisions and actions that determine the long-run performance of a firm. Therefore, strategic management emphasizes monitoring and evaluating of external opportunities and threats in light of an organization’s internal resource strengths and weaknesses. The strategy of a corporation involves a comprehensive master plan stating how the corporation will ...

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