Aeron dilemma of market selection
Publication date: 30 September 2024
Abstract
Learning outcomes
This case study would enable the learners to identify and evaluate the factors impacting the strategic decision to enter international markets. The learners would be able to identify parameters such as level of competition, perception regarding foreign entrants and demand factors that are crucial for the form to consider while taking such an important decision. The case study will also allow learners to understand the challenges of an entrepreneurial journey.
Case overview/synopsis
This case study is an interesting story of two entrepreneurs’ dilemma of internationalization strategy of their firm Aeron. Their firm’s product Tilt Switch had a good international demand and both partners wished to capture this opportunity, post the COVID-19 pandemic. This case study shows how the firm looked into factors to study new international markets, balancing risk and opportunity. The case study highlights the important role of strategic planning in achieving successful internationalization by analysing various approaches to market entry and adaptation. The firm had a choice of either developing their domestic market India or going for international markets of the USA or European Union.
Complexity academic level
This case study is suitable for graduation and postgraduation courses.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 5: International Business.
Keywords
Acknowledgements
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.
Citation
Kumar, A., Pujari, P. and Gupta, N. (2024), "Aeron dilemma of market selection", , Vol. 14 No. 4. https://doi.org/10.1108/EEMCS-11-2023-0434
Publisher
:Emerald Publishing Limited
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