Marketing Strategy, Technology and Modes of Entry in Global Retailing

View Sample PDF

Author(s): Dr. Rajagopal (Monterrey Institute of Technology and Higher Education ITESM, Mexico)
Copyright: 2009
Pages: 38
Source title: Information Communication Technologies and Globalization of Retailing Applications
Source Author(s)/Editor(s): Dr. Rajagopal (Monterrey Institute of Technology and Higher Education, ITESM, Mexico)
DOI: 10.4018/978-1-60566-248-0.ch013

Keywords: Business & Management / Business Science Reference / E-Commerce

Purchase

View Marketing Strategy, Technology and Modes of Entry in Global Retailing on the publisher's website for pricing and purchasing information.

Abstract

A firm, which would like to involve itself in the international business, may look for its entry into international marketing in many possible ways including exporting, licensing, franchising, or as a production firm with multi-national plant locations. However, at any level of market entry the managerial trade-off lies between extent of risk and operational control. The low intensity modes of entry minimize risk e.g. contracting with a local distributor requires no investment in the destination country market as the local distributors may own offices, distribution facilities, sales personnel, or marketing campaigns.

The IRMA Community

Research IRM

Marketing Strategy, Technology and Modes of Entry in Global Retailing

Purchase

Abstract

Related Content

IRMA Sponsors