To read the full version of this content please select one of the options below:

Simultaneous determination of optimal cultural distance and market potential in international market entry

Shavin Malhotra (Ted Rogers School of Management, Ryerson University, Toronto, Canada)
K. Sivakumar (Department of Marketing, Lehigh University, Bethlehem, Pennsylvania, USA)

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 November 2011

Abstract

Purpose

The purpose of this paper is to develop and test a theoretical model of managerial decisions involving international market entry.

Design/methodology/approach

The authors propose a mathematical model that seeks the optimal level of cultural distance between the host and the home country and the market potential of the host country that maximizes a firm's investment in an international market. The authors illustrate the intuition and the managerial application of the model using a large data set of cross‐border acquisitions, then the results of this data set are used to validate the model in a specific data context.

Findings

The authors find that cultural distance and market potential have curvilinear and interaction effects on the level of equity participation. The empirical results are further used to conduct sensitivity analysis of decisions for changes in parameters.

Research limitations/implications

The authors’ general approach can be used to analyze any two variables that have interaction effect on a variable of interest related to market entry strategies.

Practical implications

The authors illustrate the intuition and the managerial application of the model using a large data set of cross‐border acquisitions. Managers can use this approach in choosing CBA targets.

Originality/value

The study provides a mathematical framework and an empirical illustration of optimizing the cultural distance and market potential for maximizing equity participation in foreign market acquisitions. This is a new unique contribution to the literature.

Keywords

Citation

Malhotra, S. and Sivakumar, K. (2011), "Simultaneous determination of optimal cultural distance and market potential in international market entry", International Marketing Review, Vol. 28 No. 6, pp. 601-626. https://doi.org/10.1108/02651331111181439

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited