p265 Making the "Right" entry decisions will heavily impact the company's performance in global markets. Granted, other strategic marketing mix decisions also play a big role. A major difference here is the many of these other decisions can easily be corrected, sometimes even overnight (e.g., pricing decisions), while entry decisions are far more difficult to redress.
Target market selection (4 steps) Exhibit 9-2 method for pre-screening market opportunities : Example
p268 Choosing the mode of entry: Decision criteria for mode of entry
Market size and growth/risk/Government regulations/ competitive environment/local infrastructure.
Exporting,Licensing,Contract manufacturing, Joint ventures,Wholly owned subsidiaries
Strategic alliances(Benefits vs Caveats)
Global perspective 9-3 / Exhibit 9-9
Ownership structure of Kodak's investment deal in China
p289 Time of entry/ Exhibit 9-11 timeline international expansion of Starbucks coffee
p293 Exhibit 9-12 Advantages and disadvantages of different modes of entry
Company have a smorgasbord of entry strategy choices to implement their global expansion efforts. Each alternative has its pros and cons. There is no one-size-fits-all alternative. Many firms use a hodgepodge of entry modes. Starbucks, for instance, uses a combination of company-owned stores, licensing, and joint ventures.
重讀 strategic alliances =>p287
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