Strategic alliances: Challenges for international consumer goods producers

Abstract

Companies enter international markets for varying reasons, and these different objectives at the time of entry should produce different strategies, performance goals, and even ways forms of market participation. Strategic alliances are part of entry modes for foreign markets. According to the table below, beside strategic alliances, companies can enter foreign markets by exporting, licensing, equity ventures and through wholly owned manufacturing subsidiaries.

Keywords

• marketing strategy
• alliance
• international partnership
• benefits
• market entry modes