FORAREA

CENTRE OF EXPERTISE FOR INTERCULTURAL COMMUNICATION

Fo3B The importance of network relationships for brand introduction in foreign cultures; examined through the example of medium-sized firms in Mexico

Field of work:

Medium class firms are disadvantaged when entering new markets by personnel and financial constraints. Relationships with important customers often determine the choice of target markets and ease market entry. What consequences do these contacts have in the further course of adaptation to the target markets and for the development of relationships with local businesses' German firms have already made a strong showing in Mexico. We analyse network structures in the car import sector, environmental technology and tourism. The aim of the investigation is to demonstrate the importance of business networks for the success of medium-sized firms in foreign markets.

Grant-aided by:
Bavarian State Ministry for Science, Research and Arts