Towards a composite theory of foreign market entry mode choice: the role of marketing strategy variables

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.