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Reducing risk in foreign market entry strategies: standardization versus modification

Reducing risk in foreign market entry strategies: standardization versus modification Purpose – The purpose of this paper is to investigate empirically the influence of six key contextual determinants upon the degree of standardization for firms who enter a new market directly. In the context of international business market entry, much research emphasis has been placed upon the issues of standardization versus modification. Generally, however, this research focuses on promotion and advertising. Design/methodology/approach – This paper investigates the research variables that influence standardization/modification decisions in a framework comprising “firm or company context” and “host country context”. The research, undertaken with a sample of 700 UK‐based for‐profit organizations, adapts and further develops Hofstede's study. Findings – It identifies that the elements of competition and political risk are negatively significant in relation to the degree of standardization. In addition, economic development and international experience are positively significant in relation to the degree of standardization. Firm size and culture differences have no impact upon the degree of standardization. Research limitations/implications – Research is only conducted among British companies operating cross border. Originality/value – This paper's originality is in providing specific types of elements as risk reducers in a firm's market entry strategy. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Competitiveness Review Emerald Publishing

Reducing risk in foreign market entry strategies: standardization versus modification

Competitiveness Review , Volume 21 (4): 15 – Aug 2, 2011

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References (80)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1059-5422
DOI
10.1108/10595421111152174
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to investigate empirically the influence of six key contextual determinants upon the degree of standardization for firms who enter a new market directly. In the context of international business market entry, much research emphasis has been placed upon the issues of standardization versus modification. Generally, however, this research focuses on promotion and advertising. Design/methodology/approach – This paper investigates the research variables that influence standardization/modification decisions in a framework comprising “firm or company context” and “host country context”. The research, undertaken with a sample of 700 UK‐based for‐profit organizations, adapts and further develops Hofstede's study. Findings – It identifies that the elements of competition and political risk are negatively significant in relation to the degree of standardization. In addition, economic development and international experience are positively significant in relation to the degree of standardization. Firm size and culture differences have no impact upon the degree of standardization. Research limitations/implications – Research is only conducted among British companies operating cross border. Originality/value – This paper's originality is in providing specific types of elements as risk reducers in a firm's market entry strategy.

Journal

Competitiveness ReviewEmerald Publishing

Published: Aug 2, 2011

Keywords: International business; Standardization; Modification; Market entry strategy; Hofstede; Reducing risk

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