To exploit global markets firms have developed appropriate strategies for their particular
situation. Read the case study 2 ‘When joint ventures go wrong’ (Kenyon, A., Lowe, R.
and Doole, I. (2016, p.252) and answer the following questions.
1. As a consultant, you have been asked to advise Danone. Assuming that Danone is
a small firm that has developed specialist security equipment for use at the airports, what
market entry options does the firm has when seeking to develop internationally? Specify
what you consider to be the important criteria in deciding the appropriate entry method.
2. What are the factors that a multinational firm should consider when deciding to
use a joint venture as a market entry strategy for a developing country? What are the
potential benefits and risks in taking this course of action?