PurposeThe purpose of this paper is to systematically assess the empirical support for central relationships in the empirical literature on foreign market entry mode. The reviewing method overcomes methodological limitations in past reviews.Design/methodology/approachThis review provides a systematic assessment of empirical support through a simple quantitative procedure using transparent criteria for article selection. In total, 1,217 statistical tests from 119 studies published in 44 different scientific journals in the period 1997-2013 are examined across a range of dimensions.FindingsFindings question the frequent use of commonly used measures (e.g. advertising intensity) and control variables (e.g. firm size) and suggest that statements about the importance of mode choice for subsidiary performance may be premature. Methodologically, this study identifies critical issues with regard to interpretation of interactions and the entry mode choice set.Research limitations/implicationsThis study limits itself to study the direction of relationships and does not analyze effect sizes. Further, future research may benefit from broadening the entry mode choice by extending the use of multiple outcome models as well as implementing the correct interpretational tools when investigating interactions.Originality/valueThe review is relevant to researchers seeking an overview over the research literature or practitioners interested in the link between mode choice and subsidiary performance.
European Journal of Marketing – Emerald Publishing
Published: May 9, 2016
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