Emerging market expansion of Germany’s Mittelstand
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Germany’s world-renowned Mittelstand companies play a crucial role in the country’s economic success, and are the envy of other countries worldwide. But although Mittelstand companies are highly internationalized, many are yet to become active in emerging markets.
Businesses that have limited overseas experience often fail to understand the full range of market entry strategies available to them.
As European markets become more saturated, and as emerging markets develop, Mittelstand companies are increasingly likely to be considering their options when it comes to overseas expansion.
This article examines what we can learn from Mittelstand companies already in emerging markets and explores what and where the emerging market opportunities are. It also examines the challenges and risks associated with these markets and suggests an approach for emerging market expansion.
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