Entry strategy performance model : the case of Malta based manufacturing company entering the Middle East countries

Abstract

This work discusses the issue of market entry strategy development and its impact on the subsequent long term performance of the product in the market. The work centres mound the Entry Strategy Performance Model suggested by Green et al (1995). Firstly, it investigates the theoretical background of the elements proposed within the model. Then it follows on them through the insights obtained from professionals working in a local export-oriented food manufacturing company. The last part of this work presents an attempt at an ESPM model adaptation to the specific context of the Maltese food manufacturer entering the Middle Eastern markets. The ESPM model is confirmed to offer a useful framework for understanding the market entry strategy development, applicable to the context of the specific industry.