A01=Noemie Dominguez
Author_Noemie Dominguez
bridgehead
Category=KJM
choice
deployment
empirical
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
internationalization
literaturereview
localization
localization strategies
presentationstudy
smb
smbpart
smbstrategies
Product details
- ISBN 9781786301536
- Weight: 658g
- Dimensions: 163 x 239mm
- Publication Date: 06 Mar 2018
- Publisher: ISTE Ltd and John Wiley & Sons Inc
- Publication City/Country: GB
- Product Form: Hardback
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Internationalization is a strategic issue for companies as it is today the central axis for the development of small and medium-sized enterprises (SMEs). Market expansion and the growing importance of emerging markets offer new development opportunities for SMEs to use innovative strategies - such as head-deck strategies - to effectively penetrate these markets. This book focuses on understanding these new strategies. Why do SMEs use head-of-bridge strategies in order to internationalize? How do they deploy such strategies abroad? Based on the example of five manufacturing SMEs, which are at different stages of internationalization, this book highlights the main motivations, stages of deployment but also difficulties encountered in this direction. This book is a tool for assessing potential locations and provide managers with a new alternative in terms of internationalization, enabling rapid identification of key stakeholders, adapting their international development plan and anticipating potential pitfalls.
Noémie DOMINGUEZ, MAGELLAN Research Centre, Lyon, France.
