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Die Ruckkehr Auf Den Weltmarkt: Die Internationalisierung Der Bayer AG Leverkusen Nach Dem Zweiten Weltkrieg Bis Zum Jahre 1961
Paperback
Series: Beitrage Zur Unternehmensgeschichte, Book 26
Business GeneralGeneral World History
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ISBN10: 3515090290
ISBN13: 9783515090292
Publisher: Franz Steiner Verlag Wiesbaden GmbH
Published: Sep 11 2007
Pages: 385
Language: German
ISBN13: 9783515090292
Publisher: Franz Steiner Verlag Wiesbaden GmbH
Published: Sep 11 2007
Pages: 385
Language: German
Wie treten Unternehmen in Auslandsmarkte ein? Welche Parameter entscheiden uber Zeitpunkt und Strategie des Einstiegs? Am Beispiel der Bayer AG diskutiert der Autor die Moglichkeiten, Zwange und Weichenstellungen einer Internationalisierung von der Nachkriegszeit bis in die 60er Jahre. Der Band beleuchtet Auslandmarkte mit deutlich unterschiedlichen Rahmenbedingungen - zwei Schwellenlander und zwei Industriestaaten - und bemisst den Einfluss des wirtschaftlichen Umfelds im Zielmarkt auf die strategischen Entscheidungen. Im Fokus der Untersuchung stehen dabei der erste Eintritt in den Markt und die zunehmende Verbreiterung des Angebots: Stets aufs Neue muss in jedem Produktsegment eine Entscheidung zwischen Lizenzierung, Export, lokaler Produktionsaufnahme oder Kooperationen getroffen werden; hinzu kommt die flexible Reaktion auf politische Entwicklungen im Zielmarkt. Zudem zeigt der Autor die entscheidende Rolle, die ein Wandel der Rahmenbedingungen im Heimatmarkt auf die Moglichkeit einer Internationalisierung ausubt.
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