External Market Selection
- Generic Models and European Models –
The present article approaches the subject of external market selection, as an essential aspect in the internationalization process of the firm. There are taken into discussion different approaches for external market selection starting with the systemic approach and continuing with the non-systemic approach until the relationship approach, as generic models for market selection.
The exemplication of approach is done on the case of Europe, as the specific aspects for the European market selection of the companies that are willing to enter Europe, are approached here. The article reveals the existence of different approaches by the large firms as compared to the small and medium sized companies from the perspective of financial, human and time resources that they have.