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How Do Austrian Small and Medium-Sized Service Enterprises Internationalize? Entry Strategies into the Emerging Markets of Central and Eastern Europe and the Role of Relationships

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  • Katharina Maria Hofer

    (Department of Retailing, Sales and Marketing, Johannes Kepler University Linz, Austria)

Abstract

In the internationalization process of a firm, the choice of a suitable entry strategy for the foreign target market plays a vital role. For small and medium-sized companies in the service industry, even more challenges emerge in this process. This study examines the market entry strategies employed by Austrian small and medium-sized service enterprises operating in the emerging markets of Central and Eastern Europe. Fifteen case studies of Austrian service companies are analysed. The results show differing strategies and the importance of establishing and cultivating relationships for a successful market entry.

Suggested Citation

  • Katharina Maria Hofer, 2015. "How Do Austrian Small and Medium-Sized Service Enterprises Internationalize? Entry Strategies into the Emerging Markets of Central and Eastern Europe and the Role of Relationships," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 14(1), pages 23-42, June.
    • Handle: RePEc:ijb:journl:v:14:y:2015:i:1:p:23-42
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    Cited by:

    1. Rakesh Gupta, 2019. "Entrepreneurship Orientation (EO), Resources, and Small Firm Growth: Evidence from India," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 18(1), pages 41-58, June.

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    More about this item

    Keywords

    market entry; relationships; services; small and medium-sized enterprises; emerging markets; Central and Eastern Europe;
    All these keywords.

    JEL classification:

    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • L80 - Industrial Organization - - Industry Studies: Services - - - General

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