A study of key decision makers in a sample of large international companies explored the non‐domestic market entry decision. A literature review revealed five broad external domains which held the potential to affect that decision. A series of statements was factor analysed to reveal ten more specific variables. An analysis of which variables discriminated between the decision to enter and not enter a new non‐domestic market demonstrated that geocultural/political similarity, developed economy, attractive market, good market information and governmental attitude significantly affected the decision. The findings supported a marketing‐strategy based theory of market entry.
European Journal of Marketing – Emerald Publishing
Published: Nov 1, 2004
Keywords: International marketing. Market entry; Marketing decision making; Strategic choices; Factor analysis
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