Market Entry Strategies of Multinational Companies in Austria : An Empirical Analysis of Food and Beverage Industry

Due to globalization, rapid escalation in technology, majority of firms have disposition to expand business into international markets in order to increase their profit and have higher market share. So that, there exists large number of the studies that have been discussed about market entry strategies in order to contribute the companies to pursue right strategy and reach success in international markets.The purpose of this research is to evaluate the market entry strategies of multinational companies (MNCs) in food and beverage industry in Austria. The research also handles the key motives of the companies in internationalization, main factors affecting the choice of entry modes of foreign-based companies. On the other hand, main challenges that the enterprises face during the selecting process of the right entry mode are included in the study. In order to reach accurate information, a qualitative research along with some quantitative aspects was conducted with the companies, which have been doing business in Austria.