ABSTRACT
This chapter discusses in what ways a company can enter the international market and how its marketing strategy should be adapted. The market entry strategy must be in keeping with the company’s international strategy and the requirements of the market in the foreign country. The cooperating parties will jointly invest capital to set up the partnership. This includes: co-makership, direct investment, joint venture and turnkey contract. The parties do not build up joint capital, but their cooperation is based on a contract. Types of contractual cooperation include: agent, distributor, trading company, licensing, franchising, joint marketing, joint selling, piggyback-marketing and wholesale company. The chapter explains that a market entry strategy should be formulated prior to entering a foreign market. A company often enters a foreign market via: Market entry strategy import or export of the product/service, contractual cooperation or a strategic alliance and direct investment.
