Market Entry Strategies and Influencing Factors: A Multi-Industry/multi-Product Investigation

The purpose of this study, a departure from much of the existing research which is based on limited industries and product offerings, is to explore the factors influencing choice of market entry mode using a sample drawn from firms representing a wide range of industries and product types. The findings show that some traditionally accepted influence factors, such as market/firm characteristics and government policy/market imperfections, have a significant relationship to entry strategy. However, firm knowledge of, and experience with, international operations did not. Theoretical and managerial implications of the findings are presented.