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Dynamik internationaler Markteintrittsstrategien – Die Interaktion von Risiko-Potenzial-Bewertungen am Beispiel pharmazeutischer Unternehmen

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Markteintrittsstrategien

Part of the book series: mir-Edition ((MIRED))

Zusammenfassung

Die Wahl von Markteintrittsstrategien kann als eine der wichtigsten Entscheidungen im Laufe des Internationalisierungsprozesses eines Unternehmens angesehen werden (Erramilli/Rao 1993, Welch/Luostarinen 1988). Entsprechend gibt es in der Literatur heute hierzu eine Vielzahl von wissenschaftlichen Studien, insbesondere zur Frage nach den zentralen Erklärungsgrößen für die Wahl alternativer Eintrittsstrategien (Hill et al. 1990). Trotz der hohen „Prominenz“ dieses Forschungsgebietes ist der Gehalt wissenschaftlicher Aussagen zur Erklärung von Eintrittsstrategien jedoch insgesamt nicht so hoch, wie man vermuten könnte (oder wie manche singuläre Untersuchung dies suggerieren mag). So bestehen nach wie vor eine Reihe von Widersprüchlichkeiten (z.B. zwischen der Wirkungsrichtung von Ein-flussvariablen), Vereinfachungen (z.B. Analyse dichotomer Entscheidungen) und „blinde Flecke“ (z.B. eher statische Begründungsmuster). Aufgrund der Tatsache, dass sich das Engagement bzw.

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Wrona, T., Trąpczyński, P. (2012). Dynamik internationaler Markteintrittsstrategien – Die Interaktion von Risiko-Potenzial-Bewertungen am Beispiel pharmazeutischer Unternehmen. In: Zentes, J. (eds) Markteintrittsstrategien. mir-Edition. Gabler Verlag. https://doi.org/10.1007/978-3-8349-3504-5_5

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