International Market Entry Strategies of Multinational Enterprises (MNEs) in Emerging Markets (PDF)
The Case of Procter & Gamble in China and India
(Sprache: Englisch)
Master's Thesis from the year 2014 in the subject Business economics - Business Management, Corporate Governance, grade: 1, University of Vienna, language: English, abstract: Multinational enterprises (MNEs) are becoming increasingly present on the global...
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Master's Thesis from the year 2014 in the subject Business economics - Business Management, Corporate Governance, grade: 1, University of Vienna, language: English, abstract: Multinational enterprises (MNEs) are becoming increasingly present on the global market. Since their products and services are offered globally, their multinational strategies must be adapted to different cultures, environments of target countries and their internal strengths. Since the market in the 21st century is oversaturated, it is no wonder that more and more MNEs are targeting emerging markets for multiple business opportunities.
Since markets are very dynamic, entry strategies chosen by MNEs must be up to date with market changes. Although MNEs are present in the global market and well acquainted with its dynamics, entry into certain countries is not always an easy task.
The main concern of this thesis is to evaluate international entry strategies of companies operating in fast moving consumer goods (FMCG) industries in China and India. Additionally, the thesis aims in exploring and evaluating the consistency of the market entry strategies performed by one specific company (P&G) and two different theoretical frameworks, namely:
- Resource-Based Theory by Grant (1991) and
- Eclectic paradigm (OLI) by Dunning (2000).
For the purposes of this thesis I concentrate on one of the largest and best-known MNEs delivering widely known consumer goods, namely, Procter and Gamble (P&G). My interest lies in exploring whether P&G¿s market entries in two target markets can be compared to above mentioned theories. If not, the goal is to understand inconsistencies and factors which influence them.
Emerging markets have a very unique nature which could be a challenge even for the most successful MNEs like P&G. Therefore, understanding these could be a very complex but unavoidable process in order to achieve long term winning strategy.
Since markets are very dynamic, entry strategies chosen by MNEs must be up to date with market changes. Although MNEs are present in the global market and well acquainted with its dynamics, entry into certain countries is not always an easy task.
The main concern of this thesis is to evaluate international entry strategies of companies operating in fast moving consumer goods (FMCG) industries in China and India. Additionally, the thesis aims in exploring and evaluating the consistency of the market entry strategies performed by one specific company (P&G) and two different theoretical frameworks, namely:
- Resource-Based Theory by Grant (1991) and
- Eclectic paradigm (OLI) by Dunning (2000).
For the purposes of this thesis I concentrate on one of the largest and best-known MNEs delivering widely known consumer goods, namely, Procter and Gamble (P&G). My interest lies in exploring whether P&G¿s market entries in two target markets can be compared to above mentioned theories. If not, the goal is to understand inconsistencies and factors which influence them.
Emerging markets have a very unique nature which could be a challenge even for the most successful MNEs like P&G. Therefore, understanding these could be a very complex but unavoidable process in order to achieve long term winning strategy.
Autoren-Porträt von Nikolina Saric
Geboren 1986 in Mostar, Bosnien und Herzegowina. Verlässt das Land mit 17 Jahren um in den USA zu Maturieren. Anschliessend macht sie in Wien ihren Master in Internationalem Marketing und Betriebsmanagment. Ihre grössten Leidenschaften neben dem Marketing sind Sprachen, Tänzen, Reisen und fremde Kulturen kennenlernen.
Bibliographische Angaben
- Autor: Nikolina Saric
- 2014, 1. Auflage, 113 Seiten, Englisch
- Verlag: GRIN Verlag
- ISBN-10: 365676588X
- ISBN-13: 9783656765882
- Erscheinungsdatum: 10.10.2014
Abhängig von Bildschirmgrösse und eingestellter Schriftgrösse kann die Seitenzahl auf Ihrem Lesegerät variieren.
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- Grösse: 3.02 MB
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Sprache:
Englisch
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