An acquisition or a greenfield subsidiary? The impact of knowledge on sequential establishments in a host country
International Marketing Review
ISSN: 0265-1335
Article publication date: 12 May 2020
Issue publication date: 19 May 2020
Abstract
Purpose
Establishment of wholly owned subsidiaries in a foreign market is central to international marketing because sole ownership and high commitment facilitate firm's marketing in the local market. Drawing on knowledge-based theory, this study extends the current understanding of firm's sequential establishments of wholly owned subsidiaries in a host country.
Design/methodology/approach
Swedish firms' establishments of wholly owned subsidiaries in Germany, the United Kingdom and the United States were analyzed using a longitudinal approach.
Findings
A firm's broad international experience is associated with an acquisition in any phase, while mode experience and value-adding experience are associated with postinitial acquisitions. There is no association between mode experience and greenfield investments.
Research limitations/implications
Knowledge-based theory explains a firm's choice of establishment mode when establishing in the same host country. Effects of marketing experiences are due to the establishment mode and different experiences explain choices for initial and postinitial establishments.
Practical implications
In choosing between a wholly owned subsidiary in terms of an acquisition or a greenfield investment, for a foreign establishment the firm is advised to consider the impact of marketing experiences and establishment phase.
Originality/value
Research is needed on how experiences affect choices between foreign establishment modes where the firm is the sole owner. This study is the first to focus on the choice between wholly owned subsidiaries in terms of acquisitions and greenfield investments, and the impact of experience and phase of establishment in a particular host country.
Keywords
Acknowledgements
The author is thankful for comments received from Professor Olli Kuivalainen, Associate Editor of International Marketing Review (IMR), three anonymous reviewers of IMR, participants at the AMA Global Marketing SIG Conference, Santorini, Greece, 2018, Per Servais and Pär Vasko. Andreas Pehrsson assisted in collecting the empirical data.The research was funded by Linnaeus University.
Citation
Pehrsson, A. (2020), "An acquisition or a greenfield subsidiary? The impact of knowledge on sequential establishments in a host country", International Marketing Review, Vol. 37 No. 2, pp. 377-396. https://doi.org/10.1108/IMR-12-2018-0345
Publisher
:Emerald Publishing Limited
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