The Typology of Entry and Presence Forms of an Enterprise in Foreign Markets as Part of Formation and Implementation of the Internationalization Marketing Strategy
Journal Title: Проблеми економіки - Year 2014, Vol 2014, Issue 4
Abstract
The objective of the article consists in studying and developing approaches to establishment of the typology of entry and presence forms of an enterprise in foreign markets, providing a more detailed description of individual types. On the basis of analysis, systematization, and generalization of works of domestic and foreign researchers, the entry and presence forms of enterprises in foreign markets were subdivided into four groups, the criteria being the level of participation of the enterprise and the configuration level of activity types in the value chain, which is likely to ensure detailed elaboration and study of the essence of the entry and presence forms of an enterprise in foreign markets. The advantages and disadvantages of the entry and presence forms of an enterprise in foreign markets were systemized according to the criteria of the internationalization level and acquisition of knowledge (skills) which should allow optimization of managerial decision-making in terms of formation and implementation of the internationalization marketing strategy of an enterprise. The article also provides substantiation for the observation that individual types of entry and presence of an enterprise in foreign markets can be the next developmental stages of the simplest entry and presence forms of an enterprise in foreign markets. The prospects for future research consist in the development of methodological and practical recommendations for the entry and presence of an enterprise in foreign markets as part of the internationalization marketing strategy of an enterprise taking into account the findings of this study.
Authors and Affiliations
Pavlo Ilchuk
Keywords
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