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Unformatted text preview: cted to be of considerable
significance. If a market is growing at a fast rate, and this rate of growth does not seem
sustainable over several years, the company will be advised to tap into this opportunity
without any delay and use indirect or direct exporting. Our findings in case one contradicts 41 DATA ANALYSIS
this statement as it does not affect the choice of entry mode for the company, instead the
company sees the importance of market growth rate when prospecting new emerging
international markets. Furthermore, our findings in case two revealed that the company in
case two has a more restrictive strategy regarding markets with high growth rate, as they
follow the development and await the right opportunity before entering the market. According
to the respondent the high growth rate itself does not affect the company choice of market
entry mode, thus contradicting the theory stated by Koch (2001).
Koch (2001) state that market barriers can make access to foreign markets more difficult. Our
findings in case one reveled that market barriers are important as the c...
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- Summer '14
- The Land