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Marketing Strategy, Technology and Modes of Entry in Global Retailing

Marketing Strategy, Technology and Modes of Entry in Global Retailing
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Author(s): Dr. Rajagopal (Monterrey Institute of Technology and Higher Education ITESM, Mexico)
Copyright: 2011
Pages: 27
Source title: Global Business: Concepts, Methodologies, Tools and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-60960-587-2.ch101

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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.

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