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Reify: developing an effective go-to-market strategy for the German market
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This thesis aims to define Reify's entry strategy into the German market for architectural services. The advantages and disadvantages of the different types of internationalization scenarios were analyzed, as well as the risks identified for Reify, considering its experience in Germany and Italy. The final proposition is based on four pivots that have been substantiated throughout the thesis and which permit to significantly reduce the risk of investing in a new market and overcoming the main barriers associated with the German market for a Portuguese company (and reinforcing the position in Italy)
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Internationalization Strategy Mode-of-entry Hofstede Index