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Wescan internationalization plan: an in-depth analysis of Norway
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| 1.54 MB | Adobe PDF |
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Resumo(s)
WeScan & Stonify (WSS) is a Portuguese Natural Stone Slab Scanner brand wishing to
expand soon. In this context, an internationalization plan was created. Four potential markets
were analyzed in detail for the target market decision. The following sections include studying
one of these markets, i.e., Norway. From the literature on international entry mode selection, it
is clear that, despite their undeniable value, standard approaches such as the Uppsala model
should not always be followed since some ventures, like WSS, have profiles that strongly
deviate from the norm.
Descrição
Palavras-chave
Internationalization Market entry strategy Sme Natural stone industry