SoftMagic – An Opportunity to Thrive in the U.S. Market
SoftMagic, Inc (not real name), is a spawned up organization from the Polytechnic of Milan in Italy that created a tool with the same name to facilitate Web and Mobile application software development using a model-driven approach (i.e.: create software without writing lines of code). Likewise, the organization developed a worldwide-accepted model-driven-development language standard to make software development easier and faster (IFML, 2015). SoftMagic has more than 10 years in the market, and a discrete number of customers in Europe, South America, and Asia. A...
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...d not allow for the use of their branding for SoftMagic marketing purposes. In his work, Porter (Porter, 1979) considers that new entrants face multiple challenges precluding their ability to penetrate the environment. Secondly, research suggests (Coviello, 2006; Nunes, A., & Franco, 2015; Ojala, 2008) that those organizations with no presence in U.S. has greater chances to penetrate the market by actively developing a network of relationships and partnerships with firms already present in the market. Consequently, SoftMagic may have several opportunities to adapt their penetration strategy towards internationalization leveraging the “network theory” (Nunes & Franco, 2015, n.p.). Moreover, organization strategy dictates organization structure (Robbins & Judge, 2009, p. 219). Therefore, in the next section there is an analysis of SoftMagic organization structure.
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