die strategische analyse des eintritts in einen neuen markt

abstract: this paper demonstrates the need for and the feasibility of a strategic approach to starting a business. the situation of an enterprise planning to enter a new market is outlined along with evidence on the impact of strategies. the specialrole of promoters in the process of establishing a new business is stressed. finally, it is illustrated how important are analyses of environment and business resources as a basis for developing strategies for starting and managing a business.;