Market Entry Strategies in Emerging Markets: An Institutional Study in the BRIC Countries

Holtbrügge D, Baron A (2013)

Publication Language: English

Publication Type: Journal article

Publication year: 2013

Journal

Thunderbird International Business Review John Wiley & Sons Inc.

Publisher: John Wiley & Sons Inc.

Book Volume: 55

Pages Range: 237-252

Journal Issue: 3

DOI: 10.1002/tie.21541

Abstract

This article addresses two of the strategically important questions of market entry strategies in emerging markets: how to enter and when to enter. Furthermore, we investigate the relationship between market entry strategies and market success. On the basis of the institutional theory, we develop hypotheses that are tested against data collected from 564 foreign firms with operations in the BRIC countries (Brazil, Russia, India, and China), using an online survey. Our findings suggest that market entry strategies have a significant effect on market success, showing the greatest market success in India and the lowest in China. We also find that entry mode and length of operation exhibit a significant positive effect on market success. © 2013 Wiley Periodicals, Inc.

Authors with CRIS profile

Dirk Holtbrügge Lehrstuhl für Betriebswirtschaftslehre, insbesondere Internationales Management Anastasia Baron Lehrstuhl für Betriebswirtschaftslehre, insbesondere Internationales Management

How to cite

APA:

Holtbrügge, D., & Baron, A. (2013). Market Entry Strategies in Emerging Markets: An Institutional Study in the BRIC Countries. Thunderbird International Business Review, 55(3), 237-252. https://doi.org/10.1002/tie.21541

MLA:

Holtbrügge, Dirk, and Anastasia Baron. "Market Entry Strategies in Emerging Markets: An Institutional Study in the BRIC Countries." Thunderbird International Business Review 55.3 (2013): 237-252.

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