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Market Expansion Strategies in Multinational Marketing

Igal Ayal and Jehiel Zif
Journal of Marketing
Vol. 43, No. 2 (Spring, 1979), pp. 84-94
DOI: 10.2307/1250744
Stable URL: http://www.jstor.org/stable/1250744
Page Count: 11
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Market Expansion Strategies in Multinational Marketing
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Abstract

This paper presents a framework for planning and evaluation of multinational expansion strategies focusing on the rate of entry into new markets and the allocation of efforts among markets. Two major and opposing strategies are presented and compared: market diversification and market concentration. The factors affecting the choice of strategies are analyzed and illustrated by examples.

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