Chap14 Entry Strategy and Strategic Alliances.ppt

International Business 国际商务 Chapter 14 Entry Strategy and Strategic Alliances Introduction 企业国际化必做的决定: which markets to enter when to enter them and on what scale which entry mode to use 进入模式包括: exporting licensing or franchising to a company in the host nation establishing a joint venture with a local company establishing a new wholly owned subsidiary acquiring an established enterprise Introduction 影响进入模式选择的几个因素包括: transport costs trade barriers political risks economic risks costs firm strategy The optimal mode varies by situation – what makes sense for one company might not make sense for another 优选模式由情况变化而定--适合一家公司的并不一定适合另一家 Basic Entry Decisions 进入外国市场的企业需做出三个基本决定: 1. which markets to enter 2. when to enter those markets 3. on what scale to enter those markets Which Foreign Markets? 外国市场的选择将取决于他们长远的潜在利益。 有着有利市场的是拥有自由市场制度和相对较低的通货膨胀率和私营部门债务的政治稳定的发达国家和发展中国家。 不够理想的市场是有混合性经济或指令性经济的政治不稳定发展中国家，或者过量借贷的发展中国家。 当产品未被广泛使用而且没有满足需求的时候，市场也更具有吸引力。 Timing Of Entry Once attractive markets are identified, the firm must consider the timing of entry一旦有吸引力的市场被确认，公司就必须考虑进入市场的时间。 Entry is early when the firm enters a foreign market before other foreign firms当公司在其他外国公司之前进入外国市场则时间太早了。 Entry is late when the firm enters the market after firms have already established themselves in the market当公司在其他公司已经在市场中有所建树的时候进入那么时间就太晚了。 Timing Of Entry First mover advantages先发优势 are the advantages associated with entering a market early 先发优势包括： 抢先对手并捕捉市场需求并建立一个强大品牌的能力。 建立在该国的销量，在经验上领先对手，并取得对于后来者的成本优势的能力。 创建联系产品和服务行业顾客让后进者难以赢得客户的转换成本。 Timing Of Entry First mover disadvantages 先发劣势 are disadvantages associated with entering a foreign market before other international businesses First mover disadvantages include: pioneering costs 创业成本 - arise when the foreign business system is so different from that in a firm’s home market that the firm must devote considerable time, effort and expense to learning the rules of the game Pioneering costs include: the costs of business failure