Details

Autor(en) / Beteiligte

• Gebauer, Heiko

Titel

Entering low-end markets: a new strategy for Swiss companies

Ist Teil von

• The Journal of business strategy, 2006-09, Vol.27 (5), p.23-31

Ort / Verlag

Boston: Emerald Group Publishing Limited

Erscheinungsjahr

2006

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• Purpose - This paper provides a better understanding of why manufacturing companies often fail to enter the low-end market.Design methodology approach - Case studies on Swiss firms that create competitive advantage through technological, quality and or innovation leadership are the main tool of theory development.Findings - Our objective was to explain why firms often fail to enter the low-end market. The main finding is a method for entering the low-end market successfully.Research limitations implications - Our remarks are limited to manufacturing firms that create competitive advantage through technological, quality and or innovation leadership.Practical implications - The key managerial implications is a method for entering the low-end market successfully. The method offers some guidance for overcoming the successive hurdles limiting the entry in the low-term price segment in emerging markets.Originality value - We were able to add a complementary perspective to existing literature on the international management. We suggest that the long-term success in emerging markets is influenced strongly by the entry in the low-end price segment.