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Foreign market entry strategies of Japanese MNCs

Foreign market entry strategies of Japanese MNCs While much prior research has focused on Japanese multi-national corporations' (MNCs) marketing strategies, little is known about the factors that influence Japanese MNCs' foreign market entry mode choice. In this study, a survey of Japanese MNCs is conducted in order to assess the factors that are the most influential in the foreign market entry decisions of Japanese MNCs. Using bargaining power theory, eight factors are identified in the study. The findings indicate that five of the eight factors (stake of the host country, need for local contribution, riskiness of the host country, resource commitment, and host government restrictions) are significant predictors of Japanese MNCs' entry mode choice and that bargaining power theory is of value in predicting the entry mode choices of Japanese MNCs. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Foreign market entry strategies of Japanese MNCs

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330010322624
Publisher site
See Article on Publisher Site

Abstract

While much prior research has focused on Japanese multi-national corporations' (MNCs) marketing strategies, little is known about the factors that influence Japanese MNCs' foreign market entry mode choice. In this study, a survey of Japanese MNCs is conducted in order to assess the factors that are the most influential in the foreign market entry decisions of Japanese MNCs. Using bargaining power theory, eight factors are identified in the study. The findings indicate that five of the eight factors (stake of the host country, need for local contribution, riskiness of the host country, resource commitment, and host government restrictions) are significant predictors of Japanese MNCs' entry mode choice and that bargaining power theory is of value in predicting the entry mode choices of Japanese MNCs.

Journal

International Marketing Review – Emerald Publishing

Published: Apr 1, 2000

Keywords: Market entry; International marketing; Marketing strategy

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