This entirely revised and updated third edition of Market Entry Strategies continues to combine the profound explanation of internationalization theories and concepts with real-life firm cases. Reviewing the readers’ valuable feedback from successful previous editions this version targets to...

"Chanel suits, Louis Vuitton bags and Omega watches are now objects that embody a globalized material culture. Over the past 30 years, the luxury goods industry has undergone a tremendous expansion around the world. However, it remains largely dominated by European companies, ranging from...

The book, written in English, is suitable for internationally oriented bachelor’s, master’s and MBA programs. Additionally, against the background of worldwide competition, the publication at hand offers relevant industry insights for interested political and economic decision makers.