Holtbrügge D, Baron A (2013)
Publication Language: English
Publication Type: Journal article
Publication year: 2013
Publisher: John Wiley & Sons Inc.
Book Volume: 55
Pages Range: 237-252
Journal Issue: 3
DOI: 10.1002/tie.21541
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.
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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