International Market Entry Strategies

This book focuses on an essential topic in International Business - how to enter foreign markets. Intended for both academic courses and practitioners, it strikes a good balance between application and theory. Topics included and explored in this edition are The Internationalization Process, Readiness for Internationalization, Product Readiness and Adaptation, Foreign Target Market Selection, and Market Entry Mode Choice. Future editions will expand on new topics. Each chapter comes with mini-cases for illustration, a section with additional resources, as well as assignments and questions for use in academic courses.