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.
|Title of host publication||Marketing, responsible and relevant?: proceedings of the 32nd EMAC conference, Glasgow 2003|
|Editors||M. Saren, A. Wilson|
|Place of Publication||Strathclyde, Scotland|
|Publisher||University of Strathclyde|
|Number of pages||151|
|Publication status||Published - May 2003|