Internationalization strategy of a start-up to the Latin American market

Abstract

The purpose of this study is to investigate and describe the internationalization process of the Easy Easy Apps Start-up choosing strategic alliances as entry mode. To understand the internationalization of start-ups is important to know how they do business in international markets. Furthermore, a strategic alliance perspective gives a critical insight of firms’ strategy to challenge in global competition. This project reflects the need to internationalize the Easy Easy Apps Company, in order to continue fulfilling its goals to become the number one App builder company in Latin America, increase its sales and have further risk diversification. The purpose is to find the best way for the company to internationalize and get a bigger market share.