Foreign market entry and growth in emerging markets: The case of Guinness in Nigeria
Foreign market entry and growth in emerging markets: The case of Guinness in Nigeria

Author(s): Barbara Jankowska, Małgorzata Bartosik‑Purgat, Peter Victor
Subject(s): Politics / Political Sciences, Politics, Social Sciences, Economy, Supranational / Global Economy, Business Economy / Management, Sociology, Environmental and Energy policy, Sociology of the arts, business, education, Economic development, Environmental interactions, Marketing / Advertising, Business Ethics, Globalization
Published by: Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu
Keywords: foreign market entry;emerging market;internationalisation of companies;social environment;business environment;Guinness brand;brand;Nigerian market;business sustainability;
Summary/Abstract: 1. Conceptual remarks. 1.1. Internationalisation—what is it? 1.2. External determinants of firm’s internationalization (social / cultural environment, legal environment, economic environment, political environment, technological environment). 1.3. Modes of foreign market entry. 1.4. The Uppsala model of internationalization. 2. The Guinness brand: Historical evolution and entry strategy into Nigeria. 3. Guinness Nigeria: Market share, portfolio and brand values. 4. Guinness Nigeria: Survival in Nigeria based on the chosen mode of entry and business sustainability strategy. 4.1. Foreign market entry mode and business survival of Guinness Nigeria. 4.2. Guinness Nigeria business sustainability strategy: A critical element for survival within the Nigerian business environment (product innovation and diversification strategy, leadership in alcohol in society, building striving communities, reducing our environmental impact). 4.3. Challenges to Guinness Nigeria’s continued survival in Nigeria.

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