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An investigative analysis of the factors influencing degree of involvement in a foreign market.

Omar, Maktoba; Osei, Collins

Authors

Maktoba Omar

Collins Osei



Abstract

This paper focuses on factors that influence the degree of involvement in foreign markets. Using survey method, the research data was obtained from 112 usable responses from a sample of 500 UK companies which operate in at least two other countries. This represents a usable response rate of 22.4%, and consistent with similar research. The variables are grouped in terms of firm context (compe-tition, organisation structure, competitive advantages, degree of standardisation) and host country context (economic development, culture differences, regulation, political risk). Regression analysis models are used to test the relationship be-tween the independent variables and the degree of involvement. Findings strongly indicate a positive relationship between the degree of foreign market in-volvement and the level of competition and the degree of foreign market in-volvement and competitive advantage. Findings weakly support the hypothesis of a positive relationship between the degree of foreign market involvement and economic development. There is weaker evidence to show a negative relationship between the degree of foreign market involvement and the cultural dimensions of individualism and power distance as proposed by Hofstede.

Citation

Omar, M., & Osei, C. (2015). An investigative analysis of the factors influencing degree of involvement in a foreign market. Transnational Marketing Journal, 3, 45-60

Journal Article Type Article
Acceptance Date Mar 15, 2015
Publication Date 2015-03
Deposit Date Jun 9, 2015
Publicly Available Date Jun 9, 2015
Journal Transnational Marketing Journal
Print ISSN 2041-4684
Peer Reviewed Peer Reviewed
Volume 3
Pages 45-60
Keywords Foreign markets; degree of involvement; firm context; competitive advantage.
Public URL http://researchrepository.napier.ac.uk/id/eprint/8611
Publisher URL https://journals.tplondon.com/index.php/tmj/article/view/408/401

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