The Wave Strategy as a market entry strategy to reduce corporate internationalisation failures.

The Wave Strategy was first described by Christoph Lymbersky in the book "Market Entry Strategies". This strategy can be employed by a company that wants to expand its business to other countries. "The wave strategy focuses on cultural differences and... More

The Wave Strategy was first described by Christoph Lymbersky in the book "Market Entry Strategies". This strategy can be employed by a company that wants to expand its business to other countries. "The wave strategy focuses on cultural differences and clasifies countries/markets in market groups (e. g. A, B and C) that show similar characteristics to the home market of a company. " The Wave Strategy is a mix of the Sprinkler strategy where all suitable markets get entered at the same time and the Waterfall Strategy where one market gets entered at a time and several in a row. These strategies are however very theoretical. In the real world, we often find a mixed timing to enter a foreign market. Markets that get grouped into the first wave are markets that are similar to the home market with little variations. Based on the thoughs of *Geert Hofstede and Eduard T. Hall countries that show similar cultural characteristics such as Germany, Austria and Switzerland would be grouped Less