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David Szymanski, Sundar Bharadwaj, Rajan Varadarajan (1993)
Standardization versus Adaptation of International Marketing Strategy: An Empirical InvestigationJournal of Marketing, 57
F. Root (1982)
Foreign market entry strategies
A. Barrett
It's a small (business) world
D. Brown
Game‐winning strategies for Europe's new markets
R. Walvoord, Amacom (1981)
Ten steps to successful exporting
Tammo Bijmolt, P. Zwart (1994)
The Impact of Internal Factors on the Export Success of Dutch Small and Medium-Sized FirmsJournal of Small Business Management, 32
This article focuses on a paradigm of ten key steps for successful decision making in export marketing for the European business firm. These ten steps are: analyze market opportunity; assess product potential; establish market entry mode; make a firm commitment; allocate necessary resources; identify technical issues; develop strategic marketing plan; organize operational team; implement marketing strategy; and evaluate and control operations. Tables of basic what, who, and how questions help to guide the reader through the decision‐making process, leading to successful export marketing operations. The article provides a decision‐making paradigm that is useful to top‐level management personnel as well as export managers. This model has been developed by the authors based upon over 25 years of consulting work with European business firms.
European Business Review – Emerald Publishing
Published: Feb 1, 2004
Keywords: Europe; European Union; Exports; Export markets; Market entry; Marketing strategy
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