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Журнальный клуб Интелрос » Сравнительная политика » №2, 2016

К.И. Захариева
Стратегия выхода на новые рынки: теория и практика. Сравнительный анализ опыта Китая и Бразилии

Internationalization and foreign market entry mode choice have been the focus and priority of most companies, which have understood that this has become the driving force of the business world ruled by the laws of globalization. If at the beginning of the century internationalization and outsourcing have been a prerogative for big companies, primarily for American or European ones, then nowadays it has become a worldwide process pioneered by SMEs. If before SMEs were considered being in untenable position due to their limited resources, today the number of them operating in international markets has increased. Consequently, the internationalization process has drawn the attention of the academic world. However, the main focus of research has been put on the decision-making process of international market and market entry mode selection. Foreign market entry strategies combine the processes of choosing a target market (country), entry mode, marketing plan and control system.

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