Question

Topic: Student Questions

Relevant Literature - Market Entry Strategy Thesis

Posted by roibinotoole on 8/26/2016 at 7:53 AM ET 250 Points
Dear All,

I am a student of international business in the final stages of my study. I am about to start writing my thesis which is basically a market entry strategy / product export plan for a company that is offering a digital learning platform for secondary education based in Holland to Flanders Belgium.

I am looking for relevant literature relating to market entry / product export strategy to base my own analysis on and cite as leading opinion in this area of marketing. Is there anybody who has a list of relevant literature relating to this subject. Any help would be greatly appreciated.

Kind regards,

Roibin O'Toole
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RESPONSES

  • Posted by Peter (henna gaijin) on 8/29/2016 at 11:56 AM Accepted
    Here are some case studies you could check out:
    https://www.lynda.com/case-studies

    There seem to be others if you google terms like "online education case study". You could also try searching for case studies on companies that do online learning, like University of Phoenix and Lynda.

    Good luck.
  • Posted by roibinotoole on 9/4/2016 at 4:58 PM Author
    Thank you very much for your response!

    However, the product itself is not so relevant to my question. I am looking for more general literature by authors that are seen as authorities on Market entry strategy and Product export. In my thesis, I will have to link my own analysis to established theory by citing various authors that have done formal research on these subjects.

    I am aware there is a lot out there on the internet, and this is exactly my issue, I don't know where to start. I do not mind reading a number of books on these subjects but would like to get a bit of direction where to start.

    To give an example Franklin Root wrote a leading booking on market entry strategies. (Entry Strategies for International Markets, Franklin R Root, 1994)

    Porter has also written leading articles and books on these subjects. These are the kinds of books I am looking for. Books that I can base my own analysis of and read to gain further insight into the subject of my thesis which is, in fact, a "Market entry strategy" for a Dutch company.

    If anybody on these forums knows relevant books or articles on this specific topic your help would be greatly appreciated!

    Kind regards,

    Roibin O'Toole

  • Posted by Shelley Ryan on 11/9/2016 at 4:17 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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