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Abstract

This case describes an internationalization strategy and its implementation of a mature 125-year-old. family business, located in Lower Austria. This SME is worldwide at the top regarding the delivery of ladders for firefighters and rescue-teams. The company produces the goods mainly in Austria. Since the takeover by a new family member, a rapid internationalization has been implemented. Meanwhile, JUST Leitern is exporting in more than 15 foreign markets. Only the Ukrainian market, in spite of several trials, seems not to be possible to enter.
Locations:
Head office - Lower Austria; Sales - worldwide
Industry:
Manufacturing, construction material
Size:
SME, family owned
Other setting(s):
2008-2018
Teaching note
-
Reference no. 518-0102-8
Subject category: Marketing
Authors: Viktoriya Zipper-Weber (WU Vienna (Vienna University of Economics and Business))
Originally published in: 2018
Length: 7 pages
Data source: Field research
View full details

About

Abstract

This case describes an internationalization strategy and its implementation of a mature 125-year-old. family business, located in Lower Austria. This SME is worldwide at the top regarding the delivery of ladders for firefighters and rescue-teams. The company produces the goods mainly in Austria. Since the takeover by a new family member, a rapid internationalization has been implemented. Meanwhile, JUST Leitern is exporting in more than 15 foreign markets. Only the Ukrainian market, in spite of several trials, seems not to be possible to enter.

Settings

Locations:
Head office - Lower Austria; Sales - worldwide
Industry:
Manufacturing, construction material
Size:
SME, family owned
Other setting(s):
2008-2018

Related

Teaching note
-
Reference no. 518-0102-8
Subject category: Marketing
Authors: Viktoriya Zipper-Weber (WU Vienna (Vienna University of Economics and Business))
Originally published in: 2018
Length: 7 pages
Data source: Field research
View full details