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Selecting the Internationalization Strategy for Russian Healthcare Market Entry with Special Reference to International Service Template for Occupational Healthcare

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Selecting the Internationalization Strategy for Russian Healthcare Market Entry with Special Reference to International Service Template for Occupational Healthcare

The objective of the study was to examine appropriate internationalization strategies for Russian healthcare market entry and determine the one with the highest potential. The work was commissioned by the International Service Template for Occupational Healthcare (OCCSET) project. The theoretical information on the foreign market entry strategies was collected from literature, articles and various web-sources. The internationalization strategy selection was implemented with the help of Russian healthcare market experts. Interviews were arranged to obtain their expert opinion on the current market situation and its possible influence on a market entry. Also, experts were asked to assess the market entry alternatives for revealing the best appropriate one. Based on findings, the entry strategy with the highest potential in the conditions of the current market was determined. The results can be applied to any foreign medical company, aiming to enter the Russian healthcare market. The information on the most appropriate entry strategies, its assessment by the local experts, as well as market specifications, opportunities and challenges can be obtained from this thesis.

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