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Market Entry Mode Predictors: Evidence from Austrian Companies Targeting Central European Markets

Author

Listed:
  • Sophie Wiesinger

    (Upper Austria University of Applied Sciences, Steyr, Austria)

  • Pavel Štrach

    (ŠKODA AUTO University, Mladá Boleslav, Czech Republic)

Abstract

Market entry mode choice has been one of the core topics in international business literature. The study contributes to the discussion about predictors for a particular entry mode. The findings, based on the 2013 barometer study among 244 Austrian companies with substantial market presence in CEE markets, reveal that company size, strategic orientation and overall international experience may play a significant role when committing resources and establishing a subsidiary in a country. The evolutionary approach to market entry strategies represented by the Uppsala model may still be valid even when examined on the regional (CEE) level.

Suggested Citation

  • Sophie Wiesinger & Pavel Štrach, 2015. "Market Entry Mode Predictors: Evidence from Austrian Companies Targeting Central European Markets," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 10(3), pages 2-10.
    • Handle: RePEc:cub:journm:v:10:y:2015:i:3:p:2-10
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    More about this item

    Keywords

    CEE countries; market entry; international business; Uppsala model;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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