Market entry of a western company in the Middle East

Abstract

Subject area

Entry of a service sector company based in Europe into the Middle East market with focus on Saudi Arabia.

Study level/applicability

The students should have some familiarity with case studies and should be able to successfully solve easy cases. This case can be used in all courses of general economics and management. It is best suited for courses on market entries, risk management in international business, intercultural management or developing and emerging markets.

Case overview

Two market entry options are discussed: joint venture set-up with partner and independent direct investment without local partner. A tangible real life experience of the Middle East market will enhance the theoretical presentation and help students to gain practical solutions.

Expected learning outcomes

The students should be aware of risks and opportunities in the Middle East and Saudi Arabian markets for western companies from the service sector. He/She should be able to prioritize relevant economic data and simultaneously discuss several different options by dealing with complex situations.

Supplementary materials

Teaching note.

Citation

Brandmeier, R.A., Hain, S. and Rupp, F. (2011), "Market entry of a western company in the Middle East", , Vol. 1 No. 1. https://doi.org/10.1108/20450621111129663