Title: A critical evaluation of strategic market entry theories and practices: the case of Hewlett-Packard
Authors: Demetris Vrontis, Alkis Thrassou, Chia-Hung Wei
Addresses: School of Business, Intercollege,Cyprus, 46 Makedonitissas Avenue, P.O. Box 24005, 1703 Nicosia, Cyprus. ' School of Business, Intercollege,Cyprus, 46 Makedonitissas Avenue, P.O. Box 24005, 1703 Nicosia, Cyprus. ' Manchester Metropolitan University, 4F, No. 31, Alley 6, Lane. 4, Rd. Fu-Hsing, Taipei 116, Taiwan
Abstract: The choice of correct entry strategy for a particular market is a crucial one for international firms. This research explores entry strategies options and related theories, conducting also a critical evaluation of the advantages and disadvantages of each option and theory. Several frameworks and strategies are identified and developed from different constructs, and the effect of entry strategies on wider international marketing strategies is investigated. This research follows the |case study| approach based on the Hewlett-Packard market-entry method and a comparison is conducted between two countries: China and the Czech Republic. Furthermore, several key internationalisation issues are identified in terms of the SLEPT (social, legal, economic, political and technological) framework. The results reinforce the belief that before entering a foreign market, a multinational company should construct a detailed marketing plan based on reliable data on every aspect of both the macro and micro-environment of the targeted market.
Keywords: analysis; strategic market entry; globalisation; Hewlett-Packard; international business; marketing plans; situation; entry strategy; China; Czech Republic; internationalisation; foreign markets; multinational companies; MNCs.
Journal for International Business and Entrepreneurship Development, 2006 Vol.3 No.1/2, pp.152 - 170
Available online: 04 Jan 2007 *Full-text access for editors Access for subscribers Purchase this article Comment on this article