Many firms enter new markets each year in search of growth, but only a handful succeed. A major reason for failure is underestimation of market entry barriers and competitors' reactions to market entry. Thus the objective of this book is to help marketers make more informed market entry decisions. To that end, the authors provide a comprehensive discussion of market entry barriers in both domestic and international markets, as well as strategies for overcoming them.
Chapter 1 provides an overview of the origins and nature of barriers, as well as a review of the existing literature on...
Many firms enter new markets each year in search of growth, but only a handful succeed. A major reason for failure is underestimation of market ent...
