Abstract
Against thε backdrop of the increasing trend towards
economic globalisation, many intemational firms are indicating
that decisions on how to enter foreign markets remains one of
the key strategic challenges confronting them. Despite thε rich
body of literature on the topic, the fact that these challeng않
havε continued to dcminate global marketing sσategy
discourses point to someevident lacunae. Accordingly, this
paper considers the variables, categorised in terms of frrm
contexts (standardisation, market research, competition,
structure, competitive advantage) and host country-contexts
( economic development, cu}tural differences, regulation d
political risk), which influence the degree of involvement of
UK companies in overseas markets.
economic globalisation, many intemational firms are indicating
that decisions on how to enter foreign markets remains one of
the key strategic challenges confronting them. Despite thε rich
body of literature on the topic, the fact that these challeng않
havε continued to dcminate global marketing sσategy
discourses point to someevident lacunae. Accordingly, this
paper considers the variables, categorised in terms of frrm
contexts (standardisation, market research, competition,
structure, competitive advantage) and host country-contexts
( economic development, cu}tural differences, regulation d
political risk), which influence the degree of involvement of
UK companies in overseas markets.
| Original language | English |
|---|---|
| Pages (from-to) | 7-18 |
| Number of pages | 12 |
| Journal | Journal of Global Academy of Marketing Science |
| Volume | 19 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 2009 |
Keywords
- International business
- Global marketing
- Entry mode choices
- Market rεsearch
- Foreign market involvement.
