Market Entry Strategies in Eastern Europe in the Context of the European Union: An Empirical Research into German Firms Entering the Polish Market

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Based on face to face interviews with decision makers of 16 German firms Michael Klug analyses the applied strategy and the motivation for market entry. He investigates different strategy theories for their suitability to explain the firms’ strategy abroad and discusses the operational design including forms of market presence and marketing mix to realise a chosen strategy.