- Title
- International market entry mode strategy: a region-within-country perspective
- Creator
- O'Cass, Aron; Ngo, Liem
- Relation
- Australia and New Zealand Marketing Academy Conference (ANZMAC 2008). Australia and New Zealand Marketing Academy Conference 2008: Shifting the Focus from Mainstream to Offbeat (Sydney, N.S.W. 1-3 December, 2008)
- Relation
- http://www.anzmac2008.org/_Proceedings/Index.html
- Publisher
- 2008 Conference Secretariat/Promaco Conventions
- Resource Type
- conference paper
- Date
- 2008
- Description
- This study seeks to advance the market entry mode strategy literature by simultaneously examining resource-based characteristics and environment-based characteristics together as key determinants of market entry mode and marketplace performance. The study empirically validates the theory in the specific situation of Hong Kong firms' entry into Mainland China, a region-within-country context. The findings show that product, industry and host market characteristics, and firm size have differential effects on Hong Kong firms choices related to entry mode strategy into Mainland China, while firm characteristics did not. The findings also show entry mode strategy, industry characteristics, and host market characteristics do not significantly impact marketplace performance, but firm and product characteristics do.
- Subject
- market entry; resource based; environment based; product
- Identifier
- uon:6069
- Identifier
- http://hdl.handle.net/1959.13/45246
- Identifier
- ISBN:1863081445
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