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MARKET ENTRY STRATEGIES AND BARRIERS TO ENTRY IN NEWLY EMERGING MARKET ECONOMIES OF EUROPE AND ASIAABSTRACTThis paper examines market entry strategies and barriers to entry in the Commonwealth of Independent States (CIS), Eastern and Central Europe (E&CE), and The People's Republic of China (PRC). Although these newly emerging market economies present opportunities for international marketers, the barriers to entry in these markets definitely influence marketers' entry decisions. Furthermore, barriers influence the selection of market entry strategies since the traditional strategies may not necessarily be successful in these markets. The author presents a list of barriers unique to the CIS, E&CE, and PRC markets and develops a market entry model. Market entry strategies of joint ventures, direct investment, "strategic alliances," and "networks" are discussed as they apply to these new markets.
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