Strategic Choice In International Ventures: A Contingency Framework Integrating Standardization and Entry‐Mode Decisions

Juan Florin (Bryant University)
Alphonso O. Ogbuehi (Bryant University)

Multinational Business Review

ISSN: 1525-383X

Publication date: 17 June 2004

Abstract

Strategy and marketing scholars look at strategic issues from different points of view and attempt to explain strategic choice and performance from their unique perspectives. This paper combines these perspectives in the context of international ventures and develops a conceptual framework integrating international marketing strategy decisions with entry mode decisions. The resulting contingency framework extends the hierarchical entry‐mode decision model and allows for a better specification of the strategy‐performance relationship in international business.

Keywords

Citation

Florin, J. and Ogbuehi, A. (2004), "Strategic Choice In International Ventures: A Contingency Framework Integrating Standardization and Entry‐Mode Decisions", Multinational Business Review, Vol. 12 No. 2, pp. 83-110. https://doi.org/10.1108/1525383X200400011

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Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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