Bachelor thesis: Martijn de Ridder

This text is a summary of the Bachelor thesis of Martijn de Ridder, which was conducted at the University of Twente. The thesis focuses on the characteristics of a successful marketing strategy for Indian software companies to enter the Western-European market.

Questions

• What are the characteristics of a successful marketing strategy for Indian software companies to enter the Western-European market?
• What are the important aspects of market selection for Indian software companies?
• What are the important aspects of entry mode selection for Indian software companies?
• What are the important aspects of operationalizing the market strategy for Indian software companies?

Answers

• The characteristics of a successful marketing strategy for Indian software companies to enter the Western-European market include:
• Having a strong relationship with partners in the Western-European market.
• Having a high level of internationalization.
• Using the internet to establish and maintain relationships with partners.
• The important aspects of market selection for Indian software companies include:
• The number of relationships in a market.
• The psychic distance to a market.
• The important aspects of entry mode selection for Indian software companies include:
• Relationships.
• The level of internationalization.
• The important aspects of operationalizing the market strategy for Indian software companies include:
• Establishing and maintaining relationships with partners.
• Using the internet to communicate with partners.