Strategy and marketing scholars look at strategic issues from different points of view and attempt to explain strategic choice and performance from their unique perspectives. This paper combines these perspectives in the context of international ventures and develops a conceptual framework integrating international marketing strategy decisions with entry mode decisions. The resulting contingency framework extends the hierarchical entry‐mode decision model and allows for a better specification of the strategy‐performance relationship in international business.
Multinational Business Review – Emerald Publishing
Published: Jun 17, 2004
Keywords: Consumer risk; E‐commerce; Online purchasing; National culture; Consumer behaviour