Going International
Strategies and Methods for Entering Foreign Markets
Ammann, Paul / Lehmann, Ralph / Hauser, Christian
ISBN 978-3-03909-148-5
2. Auflage
Erscheinungsjahr 2025
Sprache E
235 Seiten
gebunden
Sobeben erschienen. NEU in englischer Sprache.
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About the book
How can small and medium-sized enterprises successfully enter foreign markets? This book provides answers to the key questions of internationalization:
- What makes foreign markets different from the domestic market?
- How can companies identify and develop opportunities abroad?
- To what extent should the marketing mix be adapted to local market conditions?
- How can digital tools support international expansion?
- How can international risks be identified and managed effectively?
Going International is based on many years of research in collaboration with internationally active companies. It offers students and decision-makers scientific knowledge, practical tools, and digital resources to support their global growth. Special attention is given to the challenges and opportunities of digitalization and to risk management in an increasingly volatile world. The book is illustrated with two in-depth case studies of international market development, complemented by numerous practical examples drawn from real-life business experience.
Extensive online resources and tools:
www.going-international.com
The authors
Paul Ammann, Prof. Dr. oec. HSG, M.Sc. in Economics, EMBA-HSG, Head of the Research Area International Management at Bern University of Applied Sciences, with extensive experience in international business and B2B marketing. He has worked with ABB, IBM, and other companies and focuses on research projects in business-to-business marketing, online business and international marketing.
Ralph Lehmann, Prof. Dr. oec. publ., Professor of International Business at the University of Applied Sciences of the Grisons, Director of Studies for the Master of Science in Business Administration, Project Manager at the Swiss Institute for Entrepreneurship (SIFE). Main field of research: internationalization of small and medium-sized companies.
Christian Hauser, Prof. Dr. rer. pol., Professor of International Management at the University of Applied Sciences of the Grisons, Project Manager at the Swiss Institute for Entrepreneurship (SIFE). Main field of research: internationalization of small and medium-sized companies.