The Internationalization Strategy of PUMA SE

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Focusing on the internationalization strategy of PUMA SE, this seminar paper analyzes the company's approach to entering foreign markets. It begins with essential terminology and outlines relevant internationalization strategies. The history and development of PUMA are explored, leading to a detailed five forces analysis. The main section evaluates PUMA's strategic decisions regarding global expansion, while the conclusion offers a critical appraisal of the insights gained throughout the study.