Strategic planning of a domestic company as the starting point for going international

  • Rudolf Grünig
  • Dirk Morschett


As Section 2.2 shows, internationalization is often the result of unsatisfactory prospects in the home market. Portfolio analysis and the Ansoff matrix of growth options are two tools used in strategic analysis which can help a domestically based company to investigate the possibilities of entering new markets. We now present each in turn.


Strategic Planning Creation Process International Context Free Cash Flow Growth Option 
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Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Rudolf Grünig
    • 1
  • Dirk Morschett
    • 2
  1. 1.Chair of ManagementUniversity of FribourgFribourgSwitzerland
  2. 2.Chair for International ManagementUniversity of FribourgFribourgSwitzerland

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