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Moglichkeiten Und Grenzen Effektiver Internationaler Markteintrittsstrategien

Moglichkeiten Und Grenzen Effektiver Internationaler Markteintrittsstrategien

          
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About the Book

Studienarbeit aus dem Jahr 2001 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,25, Hamburger Universität für Wirtschaft und Politik (HWP), Veranstaltung: Marketing III, Sprache: Deutsch, Anmerkungen: Sehr dichte Arbeit - einzeiliger Zeilenabstand, kleine Schrift. Entspricht etwa 60 Seiten bei normaler Formatierung., Abstract: Die Frage nach einer geeigneten Markteintrittstrategie für die Herstellung und Vermarktung eines Produktes auf dem Auslandmarkt hat für internationale Unternehmen in den letzten zwanzig bis dreißig Jahren stark an Bedeutung gewonnen. So geht es meist nicht mehr um die Frage, ob die Penetration eines fremden Marktes gewagt werden soll, sondern wie insbesondere der Markteintritt als entscheidendes Moment für eine erfolgreiche Produkteinführung geplant wird. Dabei ist die Entscheidung für eine im Hinblick auf die eigene Unternehmensstrategie geeigneteste Markteintrittsform nicht einfach, da die Auswahl an Alternativen groß ist: Herrschten in den 60er Jahren noch die zwei Alternativen Export und Direktinvestitionen vor, so haben Unternehmen heute die Wahl zwischen zahlreicheren Möglichkeiten wie Franchising oder Joint-Ventures. Zudem hat sich ein Wandel des global wirtschaftlichen Umfeldes insofern vollzogen, dass in der heutigen Zeit die grenzüberschreitende Unternehmenstätigkeit nicht mehr nur wenigen Unternehmen als strategische Option vorbehalten ist, sondern vielmehr überlebenswichtig geworden ist. Diejenigen Unternehmen, die sich bewusst von ausländischen Märkten fernhalten, erleben ein Eindringen ausländischer Konzerne in ihren Heimatmarkt und dadurch eine Verschärfung der Konkurrenz. Diese Veröffentlichung macht deutlich, dass die Internationalisierung, auch nur bezogen auf die Planung des Markteintritts, eine große Herausforderung an das Marketing und die Geschäftsführung einer ins Ausland strebenden Unternehmung darstellt: Es muss rational und unter der Berücksichtigung zahlreiche


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Product Details
  • ISBN-13: 9783638641234
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3638641236
  • Publisher Date: 04 Jul 2007
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Weight: 127 gr


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Moglichkeiten Und Grenzen Effektiver Internationaler Markteintrittsstrategien
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Moglichkeiten Und Grenzen Effektiver Internationaler Markteintrittsstrategien
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