International Market Entry Strategy (Revised Edition)

Author: Franklin R. Rutte / Gu Lingxiang
Publisher:
Publish Date: 2005-11-01
Features: For this generation of students and readers, Professor Franklin R. Rutte is renowned for his authoritative research on corporate international market entry strategies. His new edition represents a new perspective on this ever-evolving and complex topic. Professor Rutte provides new corporate practice cases and extensive details on the complexities of global integration. Whether you are a practitioner or an academic, you will find a wealth of useful information and valuable insights in this book. – Farok J. Contractor, Rutgers University
Breakthrough advice for international managers. Provides numerous useful cases. A must-read book. – David Heenan, Theo. H. Davies Co., Ltd., President & CEO
With the development of economic globalization, an increasing number of Chinese enterprises will enter international markets. This book discusses the objectives, elements, methods, and precautions of entering international markets, guided by a logical process model for mode decision-making, supplemented by vivid cases to provide readers with clearer and more specific guidance. The book is divided into nine chapters. Chapter 1 outlines the main models, classifications, and influencing factors of international market entry strategies. Chapter 2 elaborates on the decision-making process for international candidate products and target markets. Chapters 3 to 6 provide detailed introductions to methods of entering international markets through export, licensing and other contractual cooperation, and investment, and offer guidance on making correct mode decisions. Chapter 7 explains how to develop an international marketing plan. Chapter 8 conducts an in-depth analysis of designing entry strategies within a globalized corporate system. Chapter 9 allows the author to discuss in greater depth and comprehensiveness how to design and manage entry strategies that transcend cultural differences.
This book comprehensively analyzes all models and decision-making methods for entering international markets, making it an invaluable textbook and reference for students and faculty in business management and marketing at universities and colleges. At the same time, the book condenses the authors' rich research findings and practical experience, making it also suitable for management personnel in corporate marketing and strategic departments who are interested in international markets.