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

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.