Market Entry Strategies in Eastern Europe in the Context of the European Union
Based on face to face interviews with decision makers of 16 German firms Michael Klug analyses the applied strategy and the motivation for market entry. He investigates different strategy theories for their suitability to explain the firms' strategy abroad and discusses the operational design including forms of market presence and marketing mix to realise a chosen strategy. Dr. Michael Klug promovierte an der Universität Danzig. Er ist zur Zeit in einer führenden Management- und IT-Beratung tätig.
Weiterlesen weniger lesen