Essay heading: 7 eleven entry in Germany

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January 4, 2008






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7-Eleven, Inc., its licensees and affiliates operate more than 27,900 7-Eleven and other convenience stores in a.o. Japan, Australia, Mexico, Taiwan, Sweden, Turkey, Malaysia, China . The purpose of this paper is twofold: examining the internationalization process of 7-Eleven as a whole and assessing if 7-Eleven would be able to enter the German market...
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I have chosen Germany as a new market because of the fact that 7-Eleven is already present in a few European countries, therefore having some experience in this type of market, but to a much smaller extent than its presence in Asia. In my opinion, a successful entry in the German market will enable 7-Eleven to the knowledge gained from this experience to enter other, similar, markets in Europe as well...
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