Foreign market entry mode choice of Australian firms

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Title Foreign market entry mode choice of Australian firms
Author Wong, Ho Yin; Merrilees, Bill
Journal Name International Journal of Trade and Global Markets
Year Published 2009
Place of publication United Kingdom
Publisher Inderscience Publishers
Abstract The purpose of this study is to explore why firms choose an export mode over a non-export mode. Based on the institutional and research and capability perspectives, a theoretical model incorporating brand orientation, commitment, experience, industry group and foreign market competition intensity was empirically tested. A mail-out survey obtained responses from more than 300 internationally active Australian firms. Statistically significant results were found with three variables. Industry competition intensity effect and service industry encouraged the choice of an export mode. A strong brand orientation encouraged a non-export mode, such as direct foreign investment.
Peer Reviewed Yes
Published Yes
Alternative URI
Volume 2
Issue Number 3/4
Page from 250
Page to 266
ISSN 1742 7541
Date Accessioned 2009-11-17
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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