International Marketing Strategy: Cultural Influences on Entry Mode Choice

International Marketing
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
CRITICAL EVALUATION OF THEORTICAL ASPECTS OF ARTICLE..................................1
Strengths and Weaknesses of article...........................................................................................1
Methodological approach............................................................................................................2
Analysis.......................................................................................................................................2
Market entry method...................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
International marketing strategy refers to strategy that encompasses the countries from
various regions in world and its main aim is to co-ordinating marketing efforts in markets. Under
given report, chosen article is based on Cultural influences on the entry mode choice in to
international business (Bonoli, 2017). The chosen company is McDonald and this is American
fast food firm that founded in year 1940 as restaurant operated through Richard and Maurice
McDonald. In present investigation going to discuss regarding cross cultural analysis and the
market entry decisions made through an organisation.
CRITICAL EVALUATION OF THEORTICAL ASPECTS OF ARTICLE
Strengths and Weaknesses of article
From the plenty of some other article, there is a article selected on internet related to the
Cultural influences on the entry mode choice. There are some strengths and weaknesses of this
article given below:
Strengths
 The main strength of this article is that it consists detailed analysis of various factors
which are concerned to the cultural and also market entry techniques company in a better
manner (Christensen, Ball and Halskov, 2017).
 This article states the joint venture as market entry technique.
 It represents the risk related to decision making of market entry and also mainly link
among cultural backgrounds for the successful joint venture.
Weaknesses
 Weakness of this article is that it only provide joint venture as market entry strategy but
other than this, there are some other techniques such as franchise, exporting and others.
 It does not state about the cultural issues which company face in expansion of business
(Davidov and et. al., 2018).
In literature review there is a gap that mention about adopting single market entry
techniques but not mention more which can be more effective for the company to enter in to the
international market (Wales and et. al., 2019).