The effect of multi-level factors on MNEs' market entry success in a small emerging market

Keith J. Perks, Stephen P. Hogan, Paurav Shukla

Research output: Contribution to journalArticle

Abstract

Whilst earlier studies of market entry success factors have mostly focused on large emerging markets such as China or India, limited attention has been given to smaller emerging markets. The purpose of this paper is to identify the effects of firm-level (i.e. entry mode and firm size), country-level (i.e. market potential, country risk and openness) and cultural distance on successful market entry strategies of multinational enterprises (MNEs) in a smaller emerging country (Thailand).

Original languageEnglish
Pages (from-to)131-143
Number of pages13
JournalAsia Pacific Journal of Marketing and Logistics
Volume25
Issue number1
DOIs
Publication statusPublished - 2013

Keywords

  • Thailand
  • multinational companies
  • market entry
  • emerging markets
  • market potential
  • country risk
  • cultural distance

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