Entry mode strategy in global marketing [electronic resource] / Svend Hollensen.
Material type: FilmSeries: Henry Stewart talksBusiness & management collection. Exporting, international and global marketing management: Publisher: London : Henry Stewart Talks, 2009Description: 1 online resource (1 streaming video file (43 min.) : color, sound)Subject(s): Export marketing -- Management | Globalization | International business enterprises -- ManagementOnline resources: Click here to access online | SeriesAnimated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: The entry mode is the institutional/organizational arrangement necessary for entry of a company's product or service into a foreign market -- The company's choice of its entry mode is the net result of several, often conflicting forces -- The need to anticipate the strength and direction of these forces makes the entry mode decision a complex process with numerous trade-offs between alternative entry modes.
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Mode of access: World Wide Web.