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| Author: | Hildebrandt, L. Weiss, C. A. |
| Title: | Internationale Markteintrittsstrategien und der Transfer von Marketing-Know-how |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1997 : VOL. 49:1, p. 3-25 |
| Index terms: | MARKETING STRATEGY ENTRY CONDITIONS TRANSACTION COSTS |
| Language: | ger |
| Abstract: | The main purpose of this study is to investigate the influence of marketing factors on the choice of entry strategy in foreign markets. Specifically, we model this choice as a function of transaction cost and the need to cooperate. One methodological improvement over previous studies is the use of product-level data. Thus, the unit of our analysis is the individual entry decision for a specific product in a certain country made by a firm, a specification that is more consistent with transaction cost theory. Most previous studies explain the choice of market entry strategy as a function of industry and country characteristics. |
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