A System of Country Market and Entry Strategy Choice : a New Holistic Model of Internationalization

• Autorzy: Maiia Deutschmann
• Języki publikacji: EN

Abstrakty

EN

The choice of foreign country markets and the selection of corresponding market entry strategies belong to classical questions in the international business research, which - despite their high relevance for business success - have not yet been consistently solved. The research in these fields is advanced and of high quality, though very fragmented and limited to very specific research questions (like Brouthers 2002, Lee et al 2010, Schwens et al 2011, Johanson/Vahlne 1977, Koch 2001, Morschet et al 2008). As a consequence, it rarely intends to develop a scientifically based holistic approach, theory or model which would support complex decision-making and analysis of these key questions of internationalization of a firm. As in the business practice these two decisions of a company's internationalization are not taken in complete isolation, a joint analysis of market and entry strategy selection is seen as helpful in practice and is able to enrich research. In this paper the author presents a conceptual model, which provides an extended and integrated explanation of the country market selection and entry strategy choice. The model creation was based on a multi-theoretical approach and on analysis of previous theoretical and empirical scientific work in the field. The Uppsala Theory was combined with the institutional based view, transaction cost economics and the concepts of "customer coordination need" and "systematic choice". The paper ends with propositions of hypotheses for an empirical verification of the new model. An additional purpose of this work is to stimulate intensive discussion and research in creating a general theory of company's internationalization, which is still missing. (original abstract)

Słowa kluczowe

EN

Market; Strategic marketing; Enterprise internationalization; Uppsala model

PL

Rynek; Marketing strategiczny; Internacjonalizacja przedsiębiorstw; Model Uppsala

• Czasopismo: Global Management Journal
• Rocznik: 2014
• Numer: vol. 6, nr 1,2
• Strony: 31--42

Twórcy

autor

Maiia Deutschmann

• Universität Viadrina, Germany

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