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  • 1.
    Andersson, Svante
    Halmstad University, School of Business and Engineering (SET), Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for Technology, Innovation and Marketing Management (CTIM2).
    International Growth Strategies in Consumer and Business-to-Business Markets in Manufacturing and Service Sectors2006In: Journal of Euromarketing, ISSN 1049-6483, E-ISSN 1528-6967, Vol. 15, no 4, p. 35-56Article in journal (Refereed)
    Abstract [en]

    Internationalization of the firm traditionally has been examined using theoretical frameworks that do not focus on the firm's marketing context. In this paper, it is argued that international growth strategies are different for firms in different marketing contexts. Different international growth strategies for manufacturing and service companies in consumer and business-to-business market are studied. Using case studies, the study identifies different barriers in different marketing contexts and identifies different international growth strategies. The study shows that various internationalization theories are appropriate in different marketing contexts.

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