Going Global: Market Entry and Internationalization

This lecture explores the strategies and motivations behind internationalization and market entry, discussing the advantages and challenges of globalization. It delves into real-world examples, such as the growth of sustainable investment funds in Switzerland, and the widening customer base globally. The session also covers the justifications for going global, the underlying motivations, and the different stages of international expansion. Additionally, it examines the concepts of outsourcing, offshoring, and the costs associated with operating in foreign markets. The lecture concludes with a discussion on the CAGE framework for market assessment, emphasizing the importance of geographic and cultural proximity, competition levels, and legal considerations.