MARKET ENTRY STRATEGY OF MULTINATIONAL ENTERPRISE (MNE): A CASE STUDY OF HARLEY DAVIDSON
Journal Title: TIJAB (The International Journal of Applied Business) - Year 2017, Vol 1, Issue 2
Abstract
Harley Davidson America has been facing internationalisation issue from economic and social forces. Besides some potentials of entering emerging market, there are some challenges to be encountered by Harley Davidson such as political-economy and cultural differences between USA and India. This study elaborates and evaluates the strategy of Harley Davidson USA to expand its market to India. The method used in this paper is a qualitative analysis with case study approach, supported by a few quantitative data. Data collected from the publicly available documents related Harley Davidson. The study finds that entry market strategy conducted by Harley Davidson is effective and favourable for the firm though it has several potential risks.
Authors and Affiliations
Ria Triwastuti
Keywords
Related Articles
- EP ID EP602913
- DOI 10.20473/tijab.V1.I2.2017.113-123
- Views 203
- Downloads 0
IMPLEMENTATION OF ISLAMIC CORPORATE GOVERNANCE: A CASE STUDY IN BMT NUSANTARA UMAT MANDIRI KALIDAWIR TULUNGANGUNG
BMT NUsantara UMAT MANDIRI as financial institutions are expected to implement the corporate governance of Islam (Islamic Corporate Governance) that comply with Islamic principles. The implementation of Islamic Corporate...
THE ROLE OF CONTROLLING INFLATION IN THE PERSPECTIVE OF AL-QUR'AN
The phenomenon of inflation that exists is actually not a short-term phenomenon and occurs situationally. However, like in other developing countries, the problem of inflation is more on the issue of long-term inflation...
THE IMPACT OF BOND RATING ANNOUNCEMENT ON COMPANIES LISTED STOCK RETURNS: EVIDENCE FROM INDONESIA
This study aims to determine whether there is a difference between stock returns before and after the announcement of both increases and decreases in bond ratings. This study is classified as a case study with an observa...
THE EFFECT OF BRAND AWARENESS "WORD OF MOUTH" AND PERCEPTION OF RISK ON THE BUYING INTENTION TOWARDS BOX BRAND GIVI IN SURABAYA
The purpose of this study was to discuss the influence of Brand Awareness, word of mouth, and the perception of the tendency towards GIVI purchase intention in Surabaya. This research is a quantitative research with surv...
EVALUATION ANALYSIS OF AIRLANGGA UNIVERSITY FACULTY OF VOCATIONAL EDUCATION’S BRAND EQUITY USING CUSTOMER BASED BRAND EQUITY CONCEPT
Indonesia is now facing a new order of global world in terms of economics, educations and other infrastructures. Therefore, Government focus on developing an education system which is not only based on academic and profe...