International Management

International Market Entry Strategies

Seminar, 3.00 ECTS


Course content

This course focuses on the special challenges connected to the internationalization process. The challenges mentioned are a result of strongly differing cultures, on the one hand and different strategic possibilities of combining control and cost, on the other hand. This course discusses the advantages and disadvantages of different strategies, as well as criteria for the evaluation of cultural differences.

Learning outcomes

After completion of the module, the student can...
1 analyse opportunities and risks of international business processes using international management strategies and theories.
2 formulate and evaluate internationalization strategies and market entry modes.
3 apply theoretical approaches concerning factors of success for international business.

Recommended or required reading and other learning resources / tools

• Griffin, Ricky W. and Michael W. Pustay. 2014. International Business. Upper Saddle River: Pearson Education/Prentice Hall. Part III: Managing International Business.
• Young, Stephen. 2000. International market entry and development - Strategies and Management. Hemel Hempstead, Hertfordshire: Harvester Wheatsheaf.
• Lymbersky, Christoph. 2008. Market Entry Strategies: Text, Cases And Readings In Market Entry Management
Lovelock, C / Wirtz, J. .: Services Marketing – People, Technology, Strategy, 8th edition, World Scientific Publishing Co Inc (USA), 2016
Recommended journals
International Journal of Global Trade
European Journal of International Management
Journal of International Business Studies
Advances in Service Marketing and Management
European Journal of Marketing
International Journal of Service Industry Management
Journal of the Academy of Marketing Science
Journal of Marketing
Journal of Retailing
Journal of Services Marketing
Journal of Services Research
The Service Industries Journal
Financial Times
Harvard Business Review

Mode of delivery

SE, 2SWS, 2 groups, 4 ASWS

Prerequisites and co-requisites


Assessment methods and criteria

Final exam