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Week 2
Internationalisation
Process
Dr Linda Piusa
Last week
We took an overview of
globalisation and considered the
patterns and trends of increases in
import/export, cross-border mergers
and acquisitions, and foreign direct
investment (FDI).
This week
Economies of Scale
Unit Cost
Economies Diseconomies
Production Costs
RELATIVE UNIT LABOUR COSTS (RULC)
Export based
Indirect exporting
Direct exporting
Non-equity based
Licensing
Franchising
Equity based
Joint ventures
FDI
Risk of Key Market Entry
Strategies
Export-based
internationalisation
INDIRECT EXPORTING
Firm operates through
intermediaries
1. Export house (simplest, but no contact
with market, no real international
learning /experience)
2. Confirming house (acts for buyers and
guarantees payment to seller - direct
contact of buyers and sellers)
3. Buying house (as confirming house but
also finds sellers for the buyer)
Export-based
internationalisation
INDIRECT EXPORTING
Advantages
1. Lower cost in the short term
2. Quicker to start
Disadvantages
1. Less control of costs long term
2. No direct experience of overseas
market
Export-based
internationalisation
DIRECT EXPORTING
Advantages
1. Direct experience of overseas market
2. More control of costs longer term
Disadvantages
1. MUCH higher risk
2. Slower and higher cost to start
Non-equity-based
internationalisation
LICENSING
Permission granted by the owner (eg of a
patent, trademark or copyright) to a
foreign seller to sell goods or service for
a fee and, usually, commission on sales.
Licensor gains fast access to overseas
market with minimal investment and
without having to gain experience of
that market
Licensee gains immediate access to
brand and/or technology
Non-equity-based
internationalisation
FRANCHISING
Franchisee purchases the right to trade under
franchisors brand name.
Advantages for franchisor
fast growth in overseas market financed by
franchisee investment
franchisee has local knowledge
Disadvantages for franchisor
Risks in finding good franchisees
Good franchisees gain enough knowledge to
become direct competitors
Non-equity-based
internationalisation
FRANCHISING
Franchisee purchases the right to trade under
franchisors brand name.
Advantages for franchisee
Safer using existing brand
Support and training from franchisor
Disadvantages for franchisee
High cost up front
Reduced profit (commissions and fees to
franchisor)
Strict control by franchisor reduces freedom
Equity-based
internationalisation
JOINT VENTURES
Create a new identity in which both partners
take an active role in strategy and decision-
making
Advantages
Shared and reduced costs (economies of scale)
Shared and reduced risks
Larger combined entity can be more
competitive
Access to partners learning, processes,
experience
Equity-based
internationalisation
SPECIALISED JOINT VENTURES
Each partner brings a specific and different
competency
Advantages
As with ordinary joint venture
Access to a competency you do not possess
Disadvantage
Partner learns from you and could be a
possible competitor in your specialised
competency.
Equity-based
internationalisation
SHARED VALUE-ADDED JOINT
VENTURES
Here both partners contribute to the same
function of value-added activity.
1.Intermittent exports
2.Exports via agents
3.Overseas sales via knowledge agreements with
local firms, for example by licensing or franchising
4.Foreign direct investment in the overseas
market.
Sequential Theory
(Uppsala Model)
Each stage marks a progressive increase in
commitment of resources and the knowledge
gained makes each subsequent stage easier
because the psychic distance between the
firm and the overseas market is progressively
reduced.