Internationalization Strategies of ABD: A Case Study Analysis

This case study examines the internationalization process of Advanced Biomedical Devices (ABD), focusing on their use of the CORE (Company Readiness to Export) framework. The analysis highlights ABD's resources, skills, and capabilities, including the suitability of their biomedical devices for international markets due to their cost-effectiveness, ease of transport, and climate-controlled storage capabilities. The case study also explores the company's after-sales service capabilities and its readiness to meet international standards and regulations. Furthermore, it provides recommendations for ABD's management, emphasizing the importance of understanding external factors, cultural nuances, and the competitive landscape in foreign markets. The study underscores the significance of innovation, marketing, and employee training in successful internationalization, concluding with a summary of the key factors for ABD's global expansion.

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InternationalIZATION Process
Student’s Details-
FEBRUARY 23, 2020

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Internationalization Process used by ABD
Internationalization process is the activity of the business which elaborates the international
operations of the company. It is concerned with the process of making the product as per the
needs of the international markets (Eriksson, et al., 2015). It requires the substantial resources
for dealing with the complexities and the barriers for making the internationalization of the
products and services. Here, the discussion is made on the skills, knowledge and capabilities
possessed by ABD. Also, the process of internationalization by making preparation in the
management through the betterment of firms, managers and employees.
Advanced Biomedical Devices (ABD) is initiating the process of internationalization process
through the use of CORE (Company Readiness to Export). It can be observed that the
company has necessary resources, skills and capabilities for the internationalization of the
products. The company’s products which are the biomedical devices are very cheap and easy
to transport in which the company will not have to maintain inventory for meeting the sales.
Apart from this, the company’ product called Speedheal devices had climate-controlled
capabilities which can be warehoused facilities and no problem in the locating of the product
in the foreign market. Besides, the company’s resources in terms of effective packaging can
be seen as the good opportunity to enter into the foreign markets. Also, this can be seen as the
skills of the company for internationalization in which ABD have the products which are
ready for meeting the standards and regulations of the world. As internationalization requires
the capacity for fighting with several complexities into the foreign market, ABD limited has
the capability of after sales service which is seen as the way for dealing with the complex
situations in foreign market (Cavusgil & Knight, 2015).
The management of the company can take several steps for the betterment of
internationalization into the market. The company should be aware of various external factors
which can affect the business and the product of the company. Besides, the knowledge of
lifestyle, culture and religious practices and the extent of competition into the foreign market
would be a possible step. Innovation is the key factor in internationalization in which the
managers will make necessary steps in the driving of innovation that can be helpful in the
internationalization process for the company (Maitland & Sammartino, 2015). Also, ABD
must have the marketing department which will work for the promotion of the products into
the international market. Lastly, the employees of the company must be given the sufficient
training for the learning of languages and the necessary skills for the entering into the foreign

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market (Onkelinx, et al., 2016). Skills are required for coping with the uncertainties and make
the effective strategies for winning the market share.
To conclude, it can be said that internationalization is the process of making the product
recognizable into the foreign market. Here, the discussion is made on the resources, skills and
the capabilities of ABD which they can use for entering into the foreign market and the
suggestions for the management for making better the employees and firms.

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References
Cavusgil, S. & Knight, G., 2015. The born global firm: An entrepreneurial and capabilities
perspective on early and rapid internationalization. Journal of International Business Studies,
46(1), pp. 3-16.
Eriksson, K., Johanson, J., Majkgård, A. & Sharma, D., 2015. Experiential knowledge and
cost in the internationalization process. In: Knowledge, networks and power. London:
Palgrave Macmillan, pp. 41-63.
Maitland, E. & Sammartino, A., 2015. Managerial cognition and internationalization.
Journal of International Business Studies, 46(7), pp. 733-760.
Onkelinx, J., Manolova, T. & Edelman, L., 2016. The human factor: Investments in employee
human capital, productivity, and SME internationalization. Journal of International
Management, 22(4), pp. 351-364.

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