Harrison, AndrewMitocaru, Stefan2023-12-182023-12-182023-01-252023-01-25http://hdl.handle.net/10362/161393This paper analyzes business opportunities and risks for German pharmaceutical small- and medium-sized enterprises (SMEs) when expanding to Asia by using qualitative research. Through a country selection process, the Field Lab identifies potential target countries. Malaysia, Thailand, and Indonesia are evaluated as the most attractive Asian markets. Based on the analysis of political, economic, and socio-cultural conditions, the healthcare system and pharmaceutical industry, Malaysia identifies as the best country to enter for German pharmaceutical SMEs. Strategic recommendations for Malaysia are formulated through a 5- phase action plan for the short-term, followed by medium- and long-term recommendations for Thailand and Indonesia, respectively.engInternationalization strategyMarket selectionMarket conditionsPharmaceutical industryGerman SMEsSoutheast AsiaIndonesiamaster thesis203317068