Internationale Markteintrittsstrategien – Eine State-of-the-Art-Betrachtung
作者： Hanna Schramm-Klein
DOI: 10.1007/978-3-8349-3504-5_2
关键词:
摘要: Unter internationalen Markteintrittsstrategien („market entry strategies“) werden sol-che Entscheidungen zusammengefasst, die sich auf Festlegung der Institutiona-lisierungsform Auslandsmarktaktivitaten im Kontext von Internationalisierungs-entscheidungen beziehen. Wenngleich Begriffswahl „Markteintrittsstrategie“ dem gangigen Sprachgebrauch entspricht, wird sie immer wieder als „verkurzt“ kritisiert.
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