Entering central and eastern Europe: Risks and cultural barriers

Scholars have argued that the slow pace of Western investment in Central and Eastern Europe may be caused by two entry barriers: cultural influences and high international risks. This study examines the influence of culture and international risks on the entry mode choices of Western European firms entering Central and Eastern European markets since the fall of the Iron Curtain in 1990. Evidence from 227 Western European companies shows that, for firms entering Central and Eastern Europe, investment risk perceptions are important determinants of mode choice while culture and contractual risk have only minimal influence. Managerial implications are also discussed.