6.4.1 The Six Step Model

More specifically, if you wish to have an idea of how to proceed with your internationalisation strategy, your decision making process with regards to internationalisation can be based on the Moberg and Palm "Six Step Model", which presents internationalisation as a six step process, comprising six critical factors.

The "Six Step Model" must be followed in this exact order:

  1. Find out your motives for internationalisation (why?),
  2. Clearly define the current situation of your company (through conducting a SWOT analysis on your enterprise),
  3. Decide on the product or service you wish to integrate in this process (what?),
  4. Select the right market to penetrate (where?),
  5. Decide on your mode of entry (how?) and
  6. Find the right moment to do it (when?).1

The relatively simple to follow "Six Step Model" constitutes a good example for putting your course of actions into order. It gives you a clear idea of the factors and markets and, most importantly, it will help you decide whether entering a foreign market is a worthwhile decision in the first place.

An issue that will rise on the first steps of your strategy formulation when choosing a foreign marketing which to invest your resources is the manner of entry. Hence, it would be wise to think about what would be the best way to enter a foreign market and what does this involve?

The following section will provide you with an idea of what to do with respect to the aforementioned issue.

1 Moberg and Palm (1995) in Adina Letitia Negrusa "The Romanian SME´s Difficulties in their Internationalisation Process", 2009.