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Market Entry Strategies, 2nd Edition by Mario Glowik

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The Barcelona factory was supposed to serve as a nearby manufacturing base for western European markets, while Nitra, due to its geographical location, could focus on central and eastern European markets. The Barcelona site also operated as the European technology center for Sony’s LCD TV assembly. The Nitra factory would make use of its state-of-the-art equipment to concentrate mainly on large-size, high-end Bravia LCD sets for the common European market (Sony, 2006c). As Katsumi Ihara, corporate executive officer of Sony Corporation, commented, ‘Following our ten-year experience producing television sets in Trnava, Slovakia, we are very pleased to officially announce the foundation of a brand new factory in Nitra. This will allow us to expand ...

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