What factors differentiate between multiple and single foreign market servicing modes?

P. Dimitratos, K. Ibeh, Colin Wheeler

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review

Abstract

This research examines the unexplored theme of what variables may distinguish between firms with multiple and firms with single market servicing modes in foreign countries. Employing a holistic approach, the study draws upon evidence from international activities of 152 firms. The findings suggest that focus on emerging (vs. established) countries, implementation of collaboration strategy and membership in manufacturing (vs. service) sectors are the three differentiating variables for the market servicing mode. Interestingly, no environmental variable of either the foreign or the domestic market turns out to be a distinguishing factor.
Original languageEnglish
Title of host publicationMarketing, responsible and relevant?: proceedings of the 32nd EMAC conference, Glasgow 2003
EditorsM. Saren, A. Wilson
Place of PublicationStrathclyde, Scotland
PublisherUniversity of Strathclyde
Number of pages151
ISBN (Print)0954292677
Publication statusPublished - May 2003

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