a Guide for SMEs

Author: Jorma Kananen

Publication info

The purpose of this book is to be a practical guide to the internationalization of small and mediumsized enterprises. The first part of the book deals with different methods of analyzing whether an enterprise is qualified for exporting or not. After the export readiness analysis follow market specific analyses including the choice of the target market and the techniques for the choice. A product should reach the end user in a target market through different distribution systems.

A distribution system analysis explores the alternatives to the distribution system in the target country. An operation analysis explains how the distribution from the export country to the import country is organized, which distribution alternatives are used, and what factors influence the choice of the operation modes. The latter part of the book deals with modes of operation and their suitability to companies and products including the methods of marketing communication that can be utilized by SMEs.

Publication series: Publications of JAMK University of Applied Sciences 122
Educational unit: School of Business and Services Management
ISSN: 1456-2332
ISBN 978-951-830-198-4
Published: 2011
Pages: 110

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