Studienarbeit aus dem Jahr 2010 im Fachbereich BWL - Sonstiges, Note: 1,9, Stuttgart Institute of Management and Technology, Veranstaltung: International Management, Sprache: Deutsch, Anmerkungen: This academic paper in the course of international management deals with a UK based fertility treatment company entering the German red biotechnology market. It serves as a great example presenting different factors - from socio-cultural, economical, technological to political ones - that arise with the expansion to foreign markets and how to deal with them. The reader obtains a practical introduction to international management that can be useful for writing any paper on market entrances. In addition it gives indepth insight into the German fertility treatment market., Abstract: The entrance of biotechnology into medicine, especially driven by new genetic techniques, has led to promising new markets. Biotech companies are spending extraordinary sums in R&D before new technologies generate a return on the investment. In Germany alone biotech companies have spent more than half of their total revenues on R&D in 2008 which accounts for more than a billion Euros. Therefore it stands to reason for biotech companies to exploit as many markets - and thus as many countries - as possible to maximize the return on the investment. In this academic paper Oxford Fertility Unit will serve as a representative example for red biotech companies. It is a Great Britain based fertility treatment and reproductive medicine company offering Assisted Reproductive Technology (ART) services. Entering the German market would call for a elaborate market entrance strategy as Oxford Fertility Unit would face challenging market uniquenesses derived from culture and politics for intstance. Hence, it serves as a great case study to exemplify such factors that arise when entering new markets outside the home country and how to deal with them. This paper will focus on the analysis of these factors a