Towards a composite theory of foreign market entry mode choice: the role of marketing strategy variables
- 1 March 1993
- journal article
- research article
- Published by Informa UK Limited in Journal of Strategic Marketing
- Vol. 1 (1), 41-54
- https://doi.org/10.1080/09652549300000004
Abstract
This paper attempts to facilitate the development of a composite theory of entry mode choice by incorporating existing writings on entry mode choice into a comprehensive decision framework. The frame-work identifies four broad groups of variables that impact on the firm's entry mode choice decision, namely marketing strategy variables, organization specific variables, target country variables, and industry specific variables. A series of propositions is put forward as to how specific marketing strategy variables impact on entry mode choice.Keywords
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