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Internationalization field lab of ps: an in-depth analysis of Norway
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Orientador(es)
Resumo(s)
Internationalization is a strategic challenge for small companies. This paper aims to provide an
analytic procedure for the Portuguese luxury real estate agency of PS by defining the target
market for expansion, an appropriate market entry mode, and an applicable marketing plan
along a financial forecast. Literature was reviewed to identify the criteria to be considered when
selecting the market entry mode. An in-depth analysis of Norway revealed that while it offers
a favorable environment for operating as a real estate broker with a focus on international
clients, strict requirements and limited commissions reduce the country’s attractiveness.
Descrição
Palavras-chave
Internationalization Market selection Entry strategy Strategic analysis