TY  - JOUR
AB  - 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.
VL  - 12
IS  - 2
SN  - 1525-383X
DO  - 10.1108/1525383X200400011
UR  - https://doi.org/10.1108/1525383X200400011
AU  - Florin Juan
AU  - Ogbuehi Alphonso O.
PY  - 2004
Y1  - 2004/01/01
TI  - Strategic Choice In International Ventures: A Contingency Framework Integrating Standardization and Entry‐Mode Decisions
T2  - Multinational Business Review
PB  - Emerald Group Publishing Limited
SP  - 83
EP  - 110
Y2  - 2024/05/07
ER  -