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The Strategic Alternatives for Emerging Markets Entry Strategies of Multinational Companies and Their Main Investments in Romania

Author

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  • Elena SERBAN

    (The Bucharest Academy of Economic Studies, Romania)

Abstract

The article presents the strategic alternatives which are considered by a multinational company before deciding to enter on an emerging market. The decision is based on the long term opportunity of the selling market in the analyzed country, on the cultural and institutional differences between the multinational native and local environment, resources and business partners’ availability, as well as on the market share it can acquire since the entrance. Romania is considered one of the emerging markets in Central and Eastern Europe. During the past two decades, certain industries like telecommunications, FMCG, oil and energy, construction, finance and banks, pharma and IT represented the main targets regarding market entrance and development for the big international players. 107 companies were investigated. For seven of them we had to repeat investigation because of inconsistencies in responses. There were no refusals of questionnaires.

Suggested Citation

  • Elena SERBAN, 2012. "The Strategic Alternatives for Emerging Markets Entry Strategies of Multinational Companies and Their Main Investments in Romania," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 13(2), pages 337-347, May.
  • Handle: RePEc:rom:rmcimn:v:13:y:2012:i:2:p:337-347
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    File URL: http://www.rmci.ase.ro/no13vol2/14.pdf
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    References listed on IDEAS

    as
    1. Carmen Nadia CIOCOIU, 2011. "Considerations about Intellectual Property Rights, Innovation and Economic Growth in the Digital Economy," Economia. Seria Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(2), pages 310-323, December.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    strategies for entering on a new market; emerging markets; Romania; multinational company.;

    JEL classification:

    • O10 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - General
    • O11 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Macroeconomic Analyses of Economic Development

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