Choice of Market Entry Mode in Emerging Markets

Summary

This study explores the antecedents of market entry strategy in emerging markets and examines the market environmental, transaction-specific, competitive strategic factors and organizational capability that influence the choice of market entry mode. Empirical results based on a survey of Japanese companies support the combined relevance of their factors on choice of market entry mode in an emerging market. Although most of the mode of entry research assumes that the firm has the option to choose any entry mode in a given market, this study examines the impact of the factors in the internationalization process of firms. The results suggest that experiential knowledge has an immense impact on the choice of entry mode in China, an emerging market with high environmental uncertainty, but also high market potential. The empirical findings also show the important influences of risk-absorption capability and risk-dispersion mechanism on the choice of entry mode into the Chinese market.     

International Hotel Companies in Russia

Abstract

Existing studies addressing the modal choice in the global hotel industry have discussed to a limited extent the restrictions posed to the choice of entry mode by the local environment, mainly the host government. This paper describes entries of foreign hotels in a market, Russia, in which the local (city) government has an active role in the hotel industry. The study proposes that, in the Russian market, the foreign hoteliers have to take into account the interests of the local governments regardless of the operation mode. On the basis of secondary data collected mainly from industry reports and Russian newspapers, the strategic choices made by the foreign hotel companies can be divided into two categories. First, some hotel chains have brought their brands to the Russian market early, but have made strategic concessions in the mode of entry. Second, there are companies that have stuck to their general strategies and postponed entry to Russia until it could be done with the mode preferred by the company.     

The Impact of Organizational and Environmental Variables on Strategic Market Orientation

Abstract

This paper offers a new look at market orientation by conceptualizing it from a strategic perspective. It differs from the current literature in that it develops a measure that emphasizes managerial attitudes and strategic intent. The new measure is empirically scrutinized by an investigation of its relationship with pertinent organizational and environmental variables, as well as company performance. Based on a survey of nearly 400 companies operating in the U.S., significant relationships emerged between Strategic Market Orientation and three organizational variables, namely strategic priorities, inter-departmental coordination and ownership nationality. Two of the environmental variables, namely intensity of competition and rate of technological change were also significantly related to Strategic Market Orientation. The relationship between Strategic Market Orientation and company performance remained inconclusive.     

Liquid Applepie: Market Entry Strategy for a New Lifestyle Drink

ABSTRACT

This is a theoretical case which observes the path a small business needs to follow to be successful. It is hoped the company involved will take these conclusions into consideration for future development.

This case study has been conducted in order to understand the theoretical models of international marketing. It determines the key criteria that need to be considered when entering a foreign market. The idea was to develop a market entry strategy for a Polish Vodka manufacturer who wants to enter the Austrian market.

After an analysis of the market and consideration of the situational factors, which are very important for the development of a detailed SWOT analysis, the segmentation, targeting, positioning and finally the selection of the right entry method, including the customer specific marketing tools, have been identified.     

A Critical Review of Market Entry Selection and Expansion Into Japan's Market

ABSTRACT

This article offers a contribution to the Japan market entry model selection. It critically analyzes the various models such as the eclectic, transaction cost analysis, Uppsala, resource-based, interactive network, and bargaining power models, with examples as they relate to foreign firms that had used some of these models to successfully establish their businesses in Japan, as well as some foreign firms that have failed in the market. Data were gathered from the past academic journals, the Japan External Trade Organization (JETRO), newsmagazines, and other sources. Knowledge of corporate Japan and the society played a major role in gathering data for this study. The aim of this article is not to prescribe or offer a solution for the best-available model to use in the market entry into Japan but rather to act as a trigger for a critical checkup on foreign firms planning to internationalize their business and enter the Japanese market. Since there has not been a specific model designed for a Confucian society like Japan, an integrated model combining all the models together was examined using the market entry in Japan of Vodafone, Yahoo, Pfizer, GlaxoSmithKline, and Bayer Yakuhin as examples. Finally, the article offers some suggestions on how to enter and expand business in the Japanese market.     

Market entry in japan—Some problems and solutions 1

Japan is recognised as a major competitor in world markets but is less well‐known as an attractive market in its own right. This paper proposes that with the right strategies it is possible to successfully penetrate the difficult Japanese market. Problems and opportunities presented by the market are discussed, and some of the findings of a survey of Japanese and German managers in Japan and German‐based managers are reviewed. The paper covers the survey findings on market characteristics, barriers to entry, information requirements, factors contributing to success and methods of market entry. German and UK sources of information and advice on the Japanese market are given for those interested in pursuing the matter further.     

Market Orientation,Competitive Strategy and Firm Performance

Abstract

In this paper, we investigate the mediating effects of a firm's competitive strategy in the market orientation-performance relationship. Based on a sample of 371 manufacturing firms in China, evidence was found that the three dimensions of market orientation exert different effects on competitive strategy and performance. Among them, customer orientation has the strongest association with competitive strategy and market performance. This lends credence to a componentwise approach on the study of the relationship between market orientation and performance. The results of structural equation analyses indicate that the mediating effect of competitive strategy is mainly revealed in innovation strategy, the most vital factor in creating superior value for the company in the emerging market. Limitations of this study and implications for future studies are discussed.     

International Strategic Alliances

Abstract

This paper reports the findings of an empirical investigation of strategic alliance agreements between UK firms and their European, Japanese and US partners. The aim of this paper is to shed some light on the international strategic alliance activity of UK firms and ascertain the objectives and motives of international strategic alliances. In addition, the perceived performance of the strategic alliance is considered together with the perceived level of satisfaction of a range of alliance activities. The findings should prove to be a useful guideline for researchers and practitioners engaged in understanding international strategic alliances. The analysis should allow managers to examine the important issues in the formation of international strategic alliances and allow them to understand the assessment of performance and satisfaction of the alliances formed.

Key Results: The findings have shown a definite pattern in UK international strategic alliance activity. The results of the study indicate that the majority of UK firms engage in international partnerships for marketing-related activities and are essentially driven by the financial cost and risk of entering a foreign market; access to overseas market and improving market share. The findings have also indicated that the majority of UK managers are satisfied with the overall performance of the international strategic alliance.     

Russian Telecommunication Company MTS Goes to the CIS

SUMMARY

The article deals with the outward internationalization of Russia's telecommunication company Mobile TeleSystems (MTS). This research investigates both target foreign markets and entry strategies of the company. In 2002, MTS started with entries to Belarus and Ukraine, followed by expanding to Uzbekistan and Turkmenistan in 2004. The choice of CIS countries was determined by knowledge of business environment and practices which are similar to Russia, and by economic and political ties inherited from the past. The basic strategy was acquisition of local mobile operators with the exception of Belarus where a joint venture was established. The article suggests that new market entries are expected.     

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

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.     

Wholly Foreign-Owned Enterprises as a China Market Entry Option: An Australian Case Study

ABSTRACT

This paper examines the experience of a large Australian company, Amcor Ltd., in establishing and operating a wholly foreign-owned enterprise (WFOE) in China. Amcor has made a deliberate decision to reject the joint venture option, which has been by far the most common form of foreign investment in China, and to instead proceed with directly establishing a WFOE. Problems experienced by Amcor will be highlighted as well as the ways in which these problems have been overcome, providing a valuable framework for other foreign companies wishing to pursue the WFOE market entry option.     

Eastern and Central Europe

ABSTRACT

The aim of this research is to help explain the impact of cultural variables on privatization and market entry strategies in several of the transition economies of Central Europe. The geographic area focus is on the former East Germany, Hungary, Poland, and the Czech Republic. The cultural legacy of communism involves the need to fundamentally change core values. Democratic capitalism requires a cultural re-orientation. The authors seek to examine the implications of cultural impediments and opportunities and to show how successful strategic management seeks to function in a dramatic value transition. Finally, the analysis underlines how each country as well as individual management teams have made progress under the new circumstances.     

International Market Selection

Abstract

In the international market selection literature, selecting new markets is often largely understood as an information-processing problem. The notion is that managers require extensive market information to reduce decision-making complexity. We argue, however, that managerial cognition is more central to international market selection processes, since recognition and evaluation of strategic stimuli strongly affect the way this process is approached and executed. Market environments are not unambiguous realities, but abstractions that are given meaning through processes of selection, identification and screening. To select among international markets, managers impose mental maps to acknowledge market opportunities and threats. On this basis we propose a model for mapping managerial decision-making, based on the so-called means-end theory.     

Relationship Strategies for Market Entry

Abstract

With the fall of Communism, many New Zealand exporters joined the initial euphoria of the business community and took steps to re-establish trade with Eastern Europe. Despite some initial problems, most exporters are now establishing themselves in these markets. This paper examines the strategy of two large New Zealand firms and argues that forming a relationship with Eastern European traders is context driven. It is further argued that relationship-marketing models more accurately capture the trading realities of market entry in Eastern Europe. Based on the case studies, a series of propositions are developed examining the role of uncertainty in market entry, the formation of alliances and     

Integrated Marketing Communications and Market Planning

Abstract

This article links the integrated marketing communications (IMC) concept to the planning process in marketing. Following the current conceptualizations as a combination of various marketing communications tools, IMC strategy is applied to an established strategic market planning model named the Boston Consulting Group (BCG)'s growth-share matrix. Advertising, public relations, sales promotion, and direct marketing are defined as crucial elements for the core scheme. Alternative strategies for brands in different stages are identified from the product portfolio analysis. The view may also be thought of as the ongoing process of building and maintaining brand equity for consumers in the long-term period. Conceptual discussions are expected to help marketers think more strategically as they plan IMC programs for their products or services.     

The Impact of Changes in the Political and Economic Environment on Foreign Direct Investment Opportunities in Romania

Abstract

This study reports findings of a survey including 139 Finnish and 97 Austrian companies active in Eastern Europe. The study focuses on two major areas in the firm's business activities in Eastern Europe, namely on market strategies-the timing of market entry, market selection, entry modes and motives-and company performance. The number of market entries has increased after the transition, but the majority of business activities still take place in geographically-close countries. Companies have gradually started to use more high-commitment modes of operation, but contrary to our expectations, high commitment modes were also frequently used in more unstable markets. Company performance in Russia and especially in other countries of Eastern Europe was in general clearly lower than in domestic markets and foreign markets in general. Against expectations, firm size, dependence on international markets, length of operation, and mode of operation in Eastern Europe did not significantly influence the performance. However, firms which concentrated on Russian markets on a continuous basis performed much better than other firms.     

Direct foreign investment in japan as a means of market entry: The case of European firms 1

Japan, one of the world's largest and strongest economies, attracts a tiny level of inward direct investment. This neglect is particularly true of European multinationals. This article examines a sample of European companies which have Japanese manufacturing affiliates, to assess direct investment as a means of access to the Japanese market. It examines the objectives and strategies of entry and evaluates the outcome in terms of successful penetration of the Japanese market. The joint venture route is a preferred means of initial entry and the research allows evaluation of the advantages and disadvantages of this mode of entry to the Japanese market.     

Should Strategic Market Management Replace Strategic Management as the Planning Model for Restaurant Decision-Making?

ABSTRACT

In his book, The Rise and Fall of Strategic Planning, Henry Mintzberg proposed that planning and implementation must not be two separate functions, but a continuous managerial decision-making process. One that is based first, on an astute analysis of volatile environmental market conditions, and second, on management's ability to effectively transform its offering to satisfy this moving target. This article questions the use of the concept and term strategic management in restaurants to describe what may be best termed strategic market management. Additionally, a framework within which modern restaurant planning takes place is presented.     

Strategic investment flexibility for MNE success in Russia: Evolving beyond entry modes

Many American multinational enterprises (MNEs) are currently active in Russia despite the turbulence encountered in that transitional economy. Most seem to have entered as an extension of their global strategies with a long-term horizon. While some entered with considerable involvement and substantial investment, others followed a more cautious or incremental path. This article focuses on how MNE strategies have evolved after entry and describes six strategic approaches. Strategic investment flexibility is found to depend upon a company 's original entry strategy and tolerance for risk, as well as its assessment of the legal and political environment, industry conditions, market readiness for its products or services, competition, and the investment required to establish a sustainable competitive position. Keys to successful strategy development are drawn from the experiences of US MNEs which have established growing businesses in the vast Russian market. The strategies of such successful MNEs, however initiated upon entry, usually evolved to a relatively heavy investment position.     

Subsidiary Capacity Building in Emerging Markets: How Japanese MNEs Sequence Market Entry and Development Strategies in India

This paper asks the pragmatic question of how and to what extent firms build subsidiary competitiveness over time. By merging international business and international marketing theory, we integrate the unconnected discourses on market entry, development, product sequencing, and diffusion. The context of our research questions is marketing and entry strategies of four Japanese firms in India. All have had to learn the sequencing of both entry and product diversification. While strategies vary between the firms, the cases exhibit that entry and product diversification decisions are interlinked. Market entry configurations are central for developing market‐led solutions in large emerging markets. This study offers insights into how Japanese MNEs build subsidiary competitiveness when faced with the early stages of the Indian consumer market take‐off. Second, through the integration of international business and international marketing theory, we find that new product performance and international diversification interact in specific ways, and this contributes to future theoretical developments. © 2015 Wiley Periodicals, Inc.