Market Entry Strategies: Text, Cases And Readings In Market Entry Management

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9783981216295: Market Entry Strategies: Text, Cases And Readings In Market Entry Management

This book is aimed at students and professionals who are interested or involved in international market entries or product launches. The focus of the first part of the book is on market analysis, competitive positioning and common pitfalls of multinational companies. Franchising, licensing, joint ventures, the Greenfield strategy as well as mergers & acquisitions are explained in detail with their advantages and disadvantages. The accompanying case studies for each entry method illustrate common problems outlined in the text. The second part of the book introduces the reader to the influence of culture on international market entries. Managers will find important advice in this chapter on what to take care of, how to prepare for and to avoid cultural clashes. Each market entry strategy has its impacts on the corporate culture of a company, on its people and on the environment.

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About the Author:

Dr. Christoph Lymbersky has lived, worked and done research in Germany, France, Australia and the United States. He holds a Master of Accounting as well as a MBA from Bond University in Australia and is a member of the Turnaround Management Association, Sydney and the Strategic Management Society, Chicago. He has worked for international companies such as IBM and Wal-Mart, has founded and co-founded different companies like COMODEX Internet, the IT - Management Group and B2B Network. Working with clients, managers and CEOs from all around the world led him to focus his research on international management and intercultural differences. Christoph Lymbersky is now the head of the Management Laboratory and consultant to different start-up companies.

Review:

The book is very well written and easy to understand. The structure is clear and makes it easy to find what you need. A lot of examples make the book very interesting. Quickly it becomes clear that the author is an expert in the field, he answers pretty much every question about Franchising, Licensing, FDIs, the Greenfield Strategy, M&As, Exporting, etc. The cultural- and pitfalls-part of the book gives this book a "competitive advantage" over other books in this area. I really enjoyed reading it and I am sure that it will help other professionals in the field as well. Dr. H. Maler --Dr. H. Maler

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Lymbersky, Christoph
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