search query: @author Gannon, M. / total: 2
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| Author: | Bradley, F. Gannon, M. |
| Title: | Does the firm´s technology and marketing profile affect foreign market entry? |
| Journal: | Journal of international marketing
2000 : VOL. 8:4, p. 12-36 |
| Index terms: | International marketing Technology Marketing strategy Europe |
| Language: | eng |
| Abstract: | The authors examine the influence of the firm's technology and marketing profile on foreign market entry mode by testing hypotheses based ón data from 105 firms in four European countries. Four technology and marketing variables were the most important: (1) the firm's generic marketing strategy - market concentration versus diversification, (2) demand uncertainty - the position in the life cycle of the firm's principal product, (3) transaction costs, and (4) value added - product patents. |
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