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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1250744
Page Count: 11
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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.
Journal of Marketing © 1979 American Marketing Association