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strategic marketing (Subject) / Theories of internationalization (Lesson)
- What is the transaction cost model? a theory about the actual costs of an internationalization including transaction cost, service cost, contracting cost and search cost not only the price but also those aspects need to be considered when going international
- What is an incremental approach? Companies move step by step into new geographic marketsÂ
- What is the difference between born global and organic path? The organic path is about starting in the home market and then expanding the born global is about starting in different markets at the same time