Entry Strategy and Export Marketing in Emerging Markets: A Small Player Case
© 2019 Lahore University of Management Sciences. The internationalization of dominant market leaders such as Haier (China), Tata Group (India) and CEMEX (Mexico) in emerging economies has attracted immense amounts of interest among academic researchers. A less-explored area is how non-dominant, seco...
Saved in:
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Article |
Published: |
2020
|
Subjects: | |
Online Access: | https://repository.li.mahidol.ac.th/handle/123456789/50443 |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Institution: | Mahidol University |
id |
th-mahidol.50443 |
---|---|
record_format |
dspace |
spelling |
th-mahidol.504432020-01-27T15:01:56Z Entry Strategy and Export Marketing in Emerging Markets: A Small Player Case Peachayanant Lorvoralak Winai Wongsurawat Mahidol University Asian Institute of Technology Thailand Business, Management and Accounting © 2019 Lahore University of Management Sciences. The internationalization of dominant market leaders such as Haier (China), Tata Group (India) and CEMEX (Mexico) in emerging economies has attracted immense amounts of interest among academic researchers. A less-explored area is how non-dominant, second-movers venture into the international market. How do small players connect with foreign customers while operating in the shadows of the industry leader? What decisions are serendipitous and what actions are deliberate? What are the key environmental factors and internal decisions that propel a secondary player to place more chips in the international market? This case study addresses these questions using an example of a construction material manufacturer from Southeast Asia. It is suitable as a discussion starter in an international business class, especially for topics such as entry strategy, export marketing and the organization of international business. 2020-01-27T08:01:56Z 2020-01-27T08:01:56Z 2019-03-01 Article Asian Journal of Management Cases. Vol.16, No.1 (2019), 76-85 10.1177/0972820119827358 09730621 09728201 2-s2.0-85063994571 https://repository.li.mahidol.ac.th/handle/123456789/50443 Mahidol University SCOPUS https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85063994571&origin=inward |
institution |
Mahidol University |
building |
Mahidol University Library |
continent |
Asia |
country |
Thailand Thailand |
content_provider |
Mahidol University Library |
collection |
Mahidol University Institutional Repository |
topic |
Business, Management and Accounting |
spellingShingle |
Business, Management and Accounting Peachayanant Lorvoralak Winai Wongsurawat Entry Strategy and Export Marketing in Emerging Markets: A Small Player Case |
description |
© 2019 Lahore University of Management Sciences. The internationalization of dominant market leaders such as Haier (China), Tata Group (India) and CEMEX (Mexico) in emerging economies has attracted immense amounts of interest among academic researchers. A less-explored area is how non-dominant, second-movers venture into the international market. How do small players connect with foreign customers while operating in the shadows of the industry leader? What decisions are serendipitous and what actions are deliberate? What are the key environmental factors and internal decisions that propel a secondary player to place more chips in the international market? This case study addresses these questions using an example of a construction material manufacturer from Southeast Asia. It is suitable as a discussion starter in an international business class, especially for topics such as entry strategy, export marketing and the organization of international business. |
author2 |
Mahidol University |
author_facet |
Mahidol University Peachayanant Lorvoralak Winai Wongsurawat |
format |
Article |
author |
Peachayanant Lorvoralak Winai Wongsurawat |
author_sort |
Peachayanant Lorvoralak |
title |
Entry Strategy and Export Marketing in Emerging Markets: A Small Player Case |
title_short |
Entry Strategy and Export Marketing in Emerging Markets: A Small Player Case |
title_full |
Entry Strategy and Export Marketing in Emerging Markets: A Small Player Case |
title_fullStr |
Entry Strategy and Export Marketing in Emerging Markets: A Small Player Case |
title_full_unstemmed |
Entry Strategy and Export Marketing in Emerging Markets: A Small Player Case |
title_sort |
entry strategy and export marketing in emerging markets: a small player case |
publishDate |
2020 |
url |
https://repository.li.mahidol.ac.th/handle/123456789/50443 |
_version_ |
1763490700723224576 |