Die Internationalisierung der Aktivitäten von Verlagshäusern bildet einen strategischen Schwerpunkt unternehmerischer Tätigkeit. Der Beitrag analysiert, ob und wie strategische Aspekte der internationalen Marktbearbeitung im Zeitschriftenmarkt identifiziert und anschließend in die...

Angesichts einer weiter zunehmenden Bedeutung der Globalisierungsthematik verfolgt diese Arbeit das Ziel, wesentliche Erfolgsfaktoren und Konfliktbereiche des Managements globaler Produkte zu ermitteln. Hierzu wurde vom Verfasser mit Hilfe einer umfangreichen empirischen Untersuchung das...

The term "global brand" has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the "Best Global Brands" (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or Marlboro they...

The term “global brand” has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the “Best Global Brands” (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or...

Small and medium-sized enterprises (SMEs) play an important role in economic and development growth, particularly in developing countries. Their success depends on the expansion of their markets across borders, based on the strategies adopted, in which differentiation strategies and positional...

Purpose of the article: The aim is to verify the level of awareness of "born globals" companies among students of an economically oriented university, so among potential future businessmen, and to identify what type of marketing strategy they would choose providing they had only 3 years since...

There is need for Kenyan small and medium enterprises (SMEs) in particular to focus concern on the orientation of business strategy toward global market strategy, market research geared at obtaining foreign market intelligence, innovation and technology, product adaptation, service orientation,...

The main purpose of the paper is to analyse the international market entry strategies in the light of globalisation processes and to propose a conceptual model of turnkey projects as market entry mode. The specific research objectives are as follows: 1. to develop an integrated framework of the...