BUS615: International Marketing

This video introduces the factors that are important to evaluate when considering foreign market entry. An organization must determine the long-run profit potential of a market, which relates to the competitiveness of its economy and the value the company can create for that marketplace. This video explores the pros and cons of being an early or late entrant into the market and whether a company should invest on a large or small scale. Some of the modes of entry into a foreign market include licensing, franchises, and strategic alliances. We will explore this topic in more detail later.