Unformatted text preview: tional market (Ekeledo and Sivakumar, 2004). According to Bradley (2002) the
concept of market entry refers to the difficulty or ease a company face when entering
international markets. “Entry is one of the supreme tests of competitive ability. No longer
is the company providing itself on familiar ground, instead it has to expose its
competences in a new area” (Bradley, 2002, p.244). Furthermore, Terpstra and Sarathy
(2000) state that one of the most critical decisions in the internationalization process is
the choice of method of entry into foreign markets. This, because the entry mode decision
is a macro decision, companies do not only choose a level of involvement in the foreign
market, they also make choices about their marketing program.
An international market entry mode is an arrangement that creates the possibility for a
company’s products, technology, human skills, management, or other resources to enter
into a foreign country (Root, 1994). 2 INTRODUCTION
Bradley (2002) states that all aspects of marketing have to be of superior performance in
order for a company to have a successful market entry. When selecting the appropriate
mode of entry, companies have to answer two questions: first, what lev...
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