Title: Market commitment, export market entry strategy and success: conceptual framework and empirical examination

Authors: Roland Helm

Addresses: Unilever Chair of Marketing and Business Administration, Friedrich-Schiller-University of Jena, Germany, Carl-Zeiss-Strasse, 07743 Jena, Germany

Abstract: In this article, the relevance of factors that are thought to influence the success of different institutional forms, such as subsidiaries, equity or contractual joint ventures or direct exports in foreign markets, will briefly be discussed. An eclectic theoretical framework will be built using several theoretical approaches. This framework is tested as a whole using data collected at the level of strategic business units. The data include indicators of success in foreign markets. The results indicate that market commitment and competitive advantages have a strong and positive impact on success in foreign markets. The influence of market variables on the extent of market commitment is greater than that of company variables.

Keywords: market success; export market entry strategy; market commitment; competitive advantage; success factors; foreign markets; market variables.

DOI: 10.1504/IJGSB.2004.005618

International Journal of Globalisation and Small Business, 2004 Vol.1 No.1, pp.58 - 78

Published online: 30 Oct 2004 *

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