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New publication of Prof. Dr. Stefan Schmid and co-authors illustrates the various facets of internationalization in managerial practice

For many decades, scholars have made a considerable effort to grasp the phenomenon of internationalization. Numerous theories try to explain how, why, where and when firms internationalize. While the new book edited by Professor Schmid does not deny the importance of theory in describing and explaining business phenomena, its objective is to provide a managerial perspective on the various facets of internationalization.

After giving an overview of the strategies of internationalization in the first chapter, the core of the book consists of six case studies on firms from various industries (i.e. sporting goods, aviation, grocery discount, motorcycle, computer & IT, and fast-food).

With the book, the authors from ESCP Europe answer questions such as: How does McDonald’s meet the demands of customers in different countries all over the world while remaining faithful to its corporate identity? How did Adidas from Germany re-position Reebok after acquiring the company? Next to McDonald’s and Adidas, the book contains cases on Airbus, Aldi & Lidl, KTM & Bajaj and Lenovo. The cases not only focus on market entry strategies, but also cover strategies related to target markets, timing, allocation and coordination.

Besides being a useful companion for Bachelor’s, Master’s and MBA classrooms, the book is also a good choice for students and executives interested in gaining valuable insights into business and internationalization strategies.

Internationalization of Business: Cases on Strategy Formulation and Implementation” was released by Springer as part of the MIR Series in International Business.

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