ANALYSIS
Internationalization process of Red Bull
The chronological Red Bull’s internationalization process. As the model predicts Red Bull started its internationalization in Austria and Asia, then the Europe, followed by the Baltic States and the African markets.
Red Bull skipped start exporting to a country via an agent. Explanation of this internationalization behavior of Red Bull is worth to give a credit to its entrepreneurs especially the former and current presidents. Their rapid understanding of foreign markets and perceptions of high risks reflected on entering with the most risky mode that is establishing wholly own manufacturing subsidiaries the case of Austrian market.