The development of firms in the international market is based on the introduction of strategic plans, which have been appropriately checked as of their feasibility – in terms of a firm’s current position but also the available resources for the realization of the relevant initiatives. …
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OnDemand Group (ODG) is a medium size British firm, as derived from its employees – about 140, as the relevant criterion is set in the definition of medium enterprises established by the European Union authorities (Europa 2011); the firm has managed to develop a wide network of activities globally, by continuously expanding the range of its activities and by developing important agreements with competitors in foreign markets. Currently, ODG is a member of SeaChange International, a US Corporation, a fact that has enhanced the internationalisation efforts of the organization. In UK, the media and entertainment industry, in which ODG operates is highly developed; in the future, the ability of the firm to face the market pressures, both in the internal and the external market, will be related with the success of the internationalisation process, an initiative developed by the firm’s managers in order to secure the competitiveness of the organization....
This view is based on the foreign direct investment theories which emphasize on the high costs usually related to the internationalisation attempts of modern organizations; it is noted that these costs can be higher from the expected benefits; for this reason, it is suggested that monopolistic advantages are available to firms entering the global market, in order for the deficits caused from high costs – and entry barriers – to be controlled (Krist 2009, p.26). On the other hand, Prashantham (2008) explains the internationalization of firms by referring to their network relations; it is made clear that firms which have an expanded ‘network of customers, suppliers or support agencies worldwide’ (Prashantham 2008, p.34) are most likely to decide entering the global market, based on this network’s support. Certain firms are likely to choose internationalization in order to enter neighbouring countries; these countries, usually, have similar cultural characteristics with the country of origin, a fact that facilitates the internationalization process. This mode of internationalization is quite common in Scandinavian firms and it is known as ‘sequential development internationalization model’ (Svetlicic et al. 2003, p.11). At this point, reference should be made to the view of Jones (2009) who noted that the internationalization of a firm should be decided at an early phase of organizational life because in this way the expected benefits can be increased (Jones 2009, p.41). The review of the internationalization efforts of OnDemand Group leads to the assumption that the particular process, which has been in progress almost since the establishment of the organization, has
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