The figures are sobering: More than six out of ten companies don't survive the first five years, and three out of four new products fail in their first year. The reason is rarely product quality; rather, it's invisible barriers to market entry that cause even promising market entries to fail. Why do market entries fail despite good products? Current studies show that [...]

Strategies for Successful Market Entry: Developing new markets and launching new products is a key component of strategic corporate management. However, the success of a go-to-market strategy depends significantly on a systematic approach, the availability of necessary market knowledge, and a structured market entry plan. In this overview article, we examine the factors involved in [...]