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Strategic Choice In International Ventures: A Contingency Framework Integrating Standardization and Entry‐Mode Decisions

Strategic Choice In International Ventures: A Contingency Framework Integrating Standardization... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Multinational Business Review Emerald Publishing

Strategic Choice In International Ventures: A Contingency Framework Integrating Standardization and Entry‐Mode Decisions

Multinational Business Review , Volume 12 (2): 28 – Jun 17, 2004

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1525-383X
DOI
10.1108/1525383X200400011
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Multinational Business ReviewEmerald Publishing

Published: Jun 17, 2004

Keywords: Consumer risk; E‐commerce; Online purchasing; National culture; Consumer behaviour

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