| Category | Assignment | Subject | Management |
|---|---|---|---|
| University | Aston University | Module Title |
The report aims to discuss the process of product internationalization and it will also provide valuable insights on how product internationalization strategy allows a brand to enter new foreign markets. The report revolves around an eco-friendly UK-based sports apparel brand, “Contur UK” for introducing its product to a new foreign market. The chosen product of the brand is “sustainable jumpsuits” and the targeted foreign market for expansion will be determined by using an international market screening process. The internal and external elements impacting the internationalization of sustainable jumpsuits will be determined by using STEEPLE analysis. As per Cuypers et al., (2021), transaction cost theory is widely used by business decision-makers to identify suitable products or services offered by the brand that can be launched in a new international market and further contribute to the foreign expansion of the brand.
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