Daniel Bartel

Analysis of the Bio- and Nano-technological Market of Germany to Find Market Entry Strategies for Chosen Ibm Research Developments Daniel Bartel

Essay from the year 2011 in the subject Business economics - Business Management, Corporate Governance, grade: keine, University of Cooperative Education Stuttgart, course: Intercultural Management, language: English, comment: Kurzer Einblick in die Thematik auf 12 Seiten , abstract: In this seminar paper I want to discuss about IBM's efforts in the biotechnology and nanotechnology sector. As the lecture international management designated I will coin these efforts with strategies of market entry within Germany. I have chosen IBM, a US-based company, because it is highly involved in building future technologies. The Company is well known for its activities around the world and sees itself as a globally integrated enterprise. However, cultural attitudes of different countries still determine the success or failure of market entries. Germany is known as a technology-leading country. Also dealing with powerful NGO's the success of new market entry with modern technology might seems less predictable . In the first part of this paper I give a brief description about IBM, its research fields related to the topic and outline four research examples. Followed by an introduc-tion of Germany's cultural attitude to bio- and nanotechnology I provide some strategic suggestions on how IBM could manage the expansion of its efforts within the targeted country.