Entry modes

This chapter examines the issue of entry modes as a component of international marketing strategy in higher education. With more and more Higher Education Institutions (HEIs) establishing foreign campuses overseas as part of their international marketing strategies aimed at raising overseas brand awareness and boosting international student recruitment, this study provides a new and interesting perspective on international higher education marketing.

Purpose
The purpose of this paper is to comprehensively explore marketing issues for foreign industrial companies of large, small and medium size entering emerging markets (EMs), particularly transition economies in Eastern Europe. The vast majority of current studies about emerging markets focus only on defining suitable strategies related to large consumer goods corporations.

Design/methodology/approach
The research adopted a multiple case study approach. Five Italian companies belonging to different business-to-business industries that have entered emerging countries in Eastern Europe were selected for investigation.

Findings
Empirical analysis uncovered recurring issues related to: institutional factors causing market uncertainty and instability; difficulties in building a sales network; a need for product adaptation to guarantee satisfactory performance; choices related to communication, branding and trade fairs; and considerations about competition and first mover advantage. Results can be interpreted as an extension of the analysis of institutional voids by Khanna and Palepu (1997).

Research limitations/implications
The study is based on the analysis of five case studies of companies operating in specific emerging markets, namely in Eastern Europe Countries (EEc) Further research based on different samples and different emerging countries is needed before generalizing results.

Practical implications
The study shows that the main institutional void affecting business-to-business companies entering emerging markets (EEc) is the lack of locally developed sales and after-sales networks. This institutional void slows the entry process of business-to-business companies in EMs. Given these constraints, from the perspective of business-to-business SMEs, it may be fruitful to pursue niche positioning in EMs.

Originality/value
The study analyzes emerging markets opportunities and entry strategies from the business-to-business marketing perspective, uncovering the most critical issues.

The principal aim of this paper was to examine the internationalization of small and medium-sized enterprises (SMEs) in regard to the entry mode selection process. To successfully accomplish this, a resource-based view model was used to investigate the primary factors influencing a SMEs’ international entry mode. Data was obtained during direct interviews with owners/managers of SMEs in Italy. The results  revealed that entry mode decisions were primarily influenced by firm specific factors, above all organizational culture. The study also illustrated that SMEs were not influenced by their belonging to an industrial district.

The international marketing plan for Jatra, a manufacturer and retailer of rickshaw art homeware, furniture and home decor products from Bangladesh, discusses the market entry strategy in Singapore. This term paper was done as part of my MBA program.

Based on Institutional Theory and the Resource Based View of the firm, this paper aims at finding a relationship between an MNC’s choice of entry mode and the subsequent performance of the subsidiaries. There is a serious lack of work in the international business literature that looks at the influence of entry mode on subsidiary performance. Thus looking at this issue merits attention. The paper specifically looks at the choice between a joint venture entry, and a wholly owned subsidiary based entry and provides a number of testable propositions.

https://ojs.sijm.it/index.php/sinergie/article/view/1156
Frame of the research: Cross-border e-commerce (CBEC) is gaining popularity as a foreign market entry mode. Specifically, many small-and medium-sized enterprises (SMEs) choose to rely on digital e-commerce platforms (or marketplaces) that provide them with inexpensive and rapid access to a large base of potential foreign customers. The few studies available on this topic have implicitly assumed that SMEs embrace this channel with the sole intent of increasing export sales (i.e., to exploit existing opportunities). This study argues that SMEs can also implement a data-driven approach that uses cross-border e-commerce platforms as inexpensive tools to acquire foreign market knowledge by leveraging the large volume of data available on these digital platforms. Purpose of the paper: This work proposes and tests a model in which a firm's exploration-driven use of cross-border e-commerce platforms enhances foreign market knowledge acquisition, which improves both the overall export performance of the firm and the exploitation of foreign opportunities through e-commerce. Methodology: Partial least squares structural equation modeling was used to estimate the proposed model. Data for analysis were collected from a sample of 110 Italian exporters belonging to the food and beverage industry. Results: The findings highlighted that the exploration-driven use of cross-border e-commerce platforms had a positive relationship with the export performance of firms. The results also implied that this effect was fully mediated by the level of foreign market knowledge (about customers, competitors, market conditions, business laws and regulations) acquired through the use of cross-border e-commerce platforms. Research limitations: Only exporters belonging to a specific industry were considered in the empirical analysis. Thus, caution is recommended when generalizing these results. Practical implications: The findings encourage export managers to embrace cross-border e-commerce platforms for both sales and market research purposes by deploying a data-driven approach to cross-border e-commerce platforms. Originality of the study: To the authors' knowledge, this is the first study providing empirical evidence about the effects of using a data-driven approach to cross-border e-commerce platforms.

#CBEC

This paper aims at finding the determinants of entry mode choices for MNCs that enter emerging economy nations as wholly owned subsidiaries. Existing literature suggests that this area of international business literature is relatively understudied and reasons for conducting more research exist. In this paper, I test three hypotheses using a logistic regression model. More specifically, this paper looks at the role of contributed assets; and organizational learning and experience in determining the choice between greenfield entry and acquisitions. The results suggest that host country experience and past entry experience has an impact on the current entry mode choice.

Using a resource-based view model, this paper examines the main factors influencing small and medium-sized enterprise (SME) international entry mode selection. In addition, a possible relationship between firms belonging to industrial districts and the entry mode choice has been verified. Data for the analysis of this study were collected interviewing 221 owners/managers of SMEs in Italy. Results showed that entry mode decisions are mainly influenced by firm specific factors. Furthermore, the study does not support the hypothesis of a connection between the firm’s belonging to an industrial district and firms’ behavior in entry mode selection. This study has made it possible to detect by a resource-based perspective the main factors influencing the choice of entry modes.

The aim of the research was to understand the characteristics of trade relations between Turkey and Western Balkans, and reveal the most preferred entry modes between Turkey and Western Balkans. The main entry modes examined in the study were: export, foreign direct investment, joint venture, licensing, and franchising. One Turkish company, one Albanian company, and one Kosovan company were included to the research in order to analyze the trade relations between Turkey and Western Balkans. Convenience sampling technique was used in selecting these companies which have already had trade relations. Structured online interview technique was used as a data collection method, and two employees from each company were interviewed online. Findings showed that the most preferred entry mode between Turkey and Albania and Kosovo is exporting. Except exporting; joint venture, franchising, and licensing agreements are preferred mostly. Özet Bu çalışmanın amacı, Türkiye ve Batı Balkanlar arasındaki ticaret ilişkilerinin özelliklerini anlamak ve Türkiye ile Batı Balkan ülkeleri arasında en çok tercih edilen giriş şekillerini tespit etmektir. Çalışmada incelenen başlıca giriş şekilleri şunlardır: ihracat, doğrudan yabancı yatırım, ortak girişim, lisanslama ve franchising. Türkiye ve Batı Balkanlar arasındaki ticaret ilişkilerini analiz etmek için Türkiye'den, Arnavutluk'tan ve Kosova'dan birer firma araştırmaya dahil edilmiştir. Hâlihazırda ticaret ilişkileri bulunan bu firmaların seçiminde kolayda örnekleme yöntemi kullanılmıştır. Veri toplama yöntemi olarak yapılandırılmış online görüşme tekniği kullanılmıştır ve her firmadan iki çalışan ile online görüşme yapılmıştır. Bulgulara göre; Türkiye ile Arnavutluk ve Kosova arasında en çok tercih edilen giriş şekli ihracattır. İhracat dışında çoğunlukla ortak girişim, franchising ve lisans anlaşmaları tercih edilmektedir.

The principal aim of this paper was to examine the internationalization of small and medium-sized enterprises (SMEs) in regard to the en try mode selection process. To successfully accomplish this, a resource-based view model was used to investigate the primary factors influencing a SMEs’ international emode. Data was obtained during direct interviews with owners/managers of SM Es in Italy. The results revealed that entry mode decisions were primarily i nfluenced by firm specific factors, above all organizational culture. The study also il lustrated that SMEs were not influenced by their belonging to an industrial dist rict.

ABSTRACT The purpose of this paper is to examine the internationalization of Small and Medium-Sized Enterprises (SMEs) in the mechanical manufacturing sector. The focus of the paper is on the factors affecting both the strategic choices and the changes that occurred during the internationalization process, after the first foreign market entry. To accomplish this goal, a quantitative research has been performed through a survey on entrepreneurs and managers of 60 Italian SMEs. The questionnaires collected were used to perform a cluster analysis in order to identify various groups of companies exhibiting similar behaviors. This study provided a valuable contribution to the knowledge of SMEs internationalization in general and of the mechanical sector in particular, showing the importance of analyzing when a firm decides to change its markets or its entry mode, along a continuum of reactive versus proactive changes.

The purpose of this paper is to examine the internationalization of Small and Medium-Sized Enterprises (SMEs) in the mechanical manufacturing sector. The focus of the paper is on the factors affecting both the strategic choices and the changes that occurred during the internationalization process, after the first foreign market entry. To accomplish this goal, quantitative research has been performed through a survey on entrepreneurs and managers of 60 Italian SMEs. The questionnaires collected were used to perform a cluster analysis in order to identify various groups of companies exhibiting similar behaviours. This study provided a valuable contribution to the knowledge of SMEs' internationalization in general and of the mechanical sector in particular, showing the importance of analysing when a firm decides to change its markets or its entry mode, along a continuum of reactive versus proactive changes.