Many firms enter new markets each year in search of growth, but only a handful succeed. A major reason for failure is underestimation of market entry barriers and competitors' reactions to market entry. Thus the objective of this book is to help marketers make more informed market entry decisions. To that end, the authors provide a comprehensive discussion of market entry barriers in both domestic and international markets, as well as strategies for overcoming them.Chapter 1 provides an overview of the origins and nature of barriers, as well as a review of the existing literature on the subject. Chapter 2 concentrates on the differences between barriers in consumer and industrial markets in both early and late market entry situations. Barriers to entry in international markets are explained in Chapter 3. The timing of market entry is discussed in Chapter 4, where it is demonstrated that the nature of barriers changes in response to different stages of the product life cycle. Chapter 5 explores the relationship between exit and entry barriers and makes the case that the fear that market exit might be costly often plays an important role in market entry decisions. Chapter 6 examines the vital role of managerial consensus regarding market entry decisions. Chapter 7 explores profitability and other factors involved in early versus late market entry decisions. Strategies for overcoming barriers are covered in Chapter 8, and the book concludes with two Appendices that provide detailed market entry simulation exercises for domestic and international market.

Entry Barriers and Market Entry Decisions: A Guide for Marketing Executives (118)

Business & Money

Stahl, Michael J.

Karakaya, Fahri

International

Praeger

<p>How to Utilize New Information Technology in the Global Marketplace is an excellent training tool for business executives who wish to increase their skills in the field of international business. Readers will learn how to use international databases to search new markets or find information on potential markets and competitors. Executives and future executives will learn new ways of identifying new international markets through computers. Using this book to train executives is more cost-efficient than hiring consultants or international research companies. Once trained, executives are able to take their knowledge and tap into several databases and obtain up-to-date information about new international markets, including sales leads in foreign companies.Examples are included with step-by-step instructions to teach the use of various computer software packages and databases, without the complexities of the use of a computer. Some of the new technologies covered include:</p>
<ul>
<li>accessing personal computer-based databases such as National Trade Data Bank, World Trade Exporter, World Trade, and Disclosure/Worldscope</li>
<li>the use of electronic data retrieval services</li>
<li>expert systems in international business</li>
<li>simulation software in international businessHow to Utilize New Information Technology in the Global Marketplace provides current and future executives--whether interested in international databases, expert systems software, or international business simulation software--with the technological skills they need to gain a competitive advantage in the global market.</li>
</ul>

How to Utilize New Information Technology in the Global Marketplace: A Basic Guide

Kaynak, Erdener

CRC-Press

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