New Paradigms in International Market Entry : A Reflection on the Present and the Future

Authors(3) :-Wiliam Kouame Yoboue, Kaigan Yi, Henry Asante Antwi

To survive and prosper, business organizations must aim at the international market in order to gain mileage for their brands. The existing literature provides several international market entry strategies adopted by business organizations over the last decade with conflicting outcome of their strengths and weaknesses. With the technology revolution has emerged an online marketing platform that has revolutionized international marketing dynamics. This study revisits international market entry strategies by looking at the existing ones. It evaluates the complementarity of e-commerce and traditional market entry strategies while pointing out their respective common identities and points of difference.

Authors and Affiliations

Wiliam Kouame Yoboue
School of Business Administration, Zhejiang Gongshang University, 18 Xuezheng Street, Hangzhou, P.R. China
Kaigan Yi
School of Management, Jiangsu University, 301 Xuefu Road, 212012, Zhenjiang, Jiangsu, P.R. China
Henry Asante Antwi
Institute of Medical Insurance and Healthcare Management, Jiangsu University, Zhenjiang, Jiangsu, P.R. China

E-Commerce, Online Marketing, Political Undertones, Flagship, Coca-Cola, Pepsi

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Publication Details

Published in : Volume 3 | Issue 3 | March-April 2017
Date of Publication : 2017-04-30
License:  This work is licensed under a Creative Commons Attribution 4.0 International License.
Page(s) : 59-67
Manuscript Number : IJSRST173311
Publisher : Technoscience Academy

Print ISSN : 2395-6011, Online ISSN : 2395-602X

Cite This Article :

Wiliam Kouame Yoboue, Kaigan Yi, Henry Asante Antwi, " New Paradigms in International Market Entry : A Reflection on the Present and the Future", International Journal of Scientific Research in Science and Technology(IJSRST), Print ISSN : 2395-6011, Online ISSN : 2395-602X, Volume 3, Issue 3, pp.59-67, March-April-2017.
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