Reducing risk in foreign market entry strategies: standardization versus modification
(2011)
Journal Article
Omar, M., & Porter, M. (2011). Reducing risk in foreign market entry strategies: standardization versus modification. Competitiveness Review: An International Business Journal incorporating Journal of Global Competitiveness, 21, 382-396. https://doi.org/10.1108/10595421111152174
Purpose
– The purpose of this paper is to investigate empirically the influence of six key contextual determinants upon the degree of standardization for firms who enter a new market directly. In the context of international business market entry,...
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