The evaluation of external factors on the decision to enter a new, non-domestic market: An exploratory study.
Whitelock, Jeryl M. Jobber, David
Whitelock, Jeryl M.
Jobber, David
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2004
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Abstract
A study of key decision makers in a sample of large international companies explored the non-domestic market entry decision. A literature review revealed five broad external domains which held the potential to affect that decision. A series of statements was factor analysed to reveal ten more specific variables. An analysis of which variables discriminated between the decision to enter and not enter a new non-domestic market demonstrated that geocultural/political similarity, developed economy, attractive market, good market information and governmental attitude significantly affected the decision. The findings supported a marketing-strategy based theory of market entry.
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Whitelock, J.M. and Jobber, D. (2004). The evaluation of external factors on the decision to enter a new, non-domestic market: An exploratory study. European Journal of Marketing. Vol. 38, No. 11/12, pp. 1437-1455.
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