Market entry strategy for construction chemicals firm in Vietnam
Keywords:barrier to market entry, market entry strategy, Vietnam construction chemicals market, Vietnam market entry
Economic development has led to increased demand for construction in Vietnam, which creates great potential for the growing market of construction chemicals. This paper examines influential factors of market entry success by reviewing related literature, gathering information about market characteristics in Vietnam, and surveying firms in the field. This study’s results reveal some factors that strongly influence the success of a market entry strategy including research and development and adaptive abilities of marketing and sales when responding to market changes.
Received 26 November 2021; accepted 21 February 2022
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