How European Tier-one automotive suppliers evaluate and select efficient market entry modes to India

Abstract

This article analyses the research problem of how European Tier-one automotive suppliers (ETOAS) evaluate and select efficient market entry modes (MEMs) to develop emerging growth markets using the country market India as an example. It is based on the conceptual framework of the Uppsala internationalisation process model (UIPM) and the notion that international market development is an integrated part of strategic management to facilitate sustainable and profitable growth. The research questions will be answered using a multiple case study (MCS) research structure with qualitative, in-depth, face-to-face, semi-structured interviews of 18 subject matter experts (SME) and additional sources of evidence. The research results show that European suppliers of the automotive industry, which use a structured market entry process (MEP), will enter the Indian market faster, with less risk, and more profitability. This proposed market entry process consists of four steps and seven different integration levels.