Focus on establishing a physical presence

Reference no: EM13517434

The modes of entry into a foreign market discussed in this section all focus on establishing a physical presence in a foreign country. But, thanks to the internet, there are now way to establish a virtual presence. Take, for example, Google, which has a unique domain name for each of the 160 countries for which its search engine is localized (google.ca; google.co.th; google.co.uk). Further, it offers a range of other products, such as its News Reader, gmail and the web browser Chrome, that are available in local versions. While the products are free, Google generates tremendous revenue advertising. Google thus operates a business that has a global reach, but not necessarily a global physical presence. How does Google’s virtual presence facilitate its entry into foreign markets? How does it hinder? What different factors does a virtual company need to consider compared to physical companies when entering foreign markets?

Reference no: EM13517434

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