37 data analysis 514 theory by bruhno and schilt 2001

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Unformatted text preview: us on the Complexity and differentiation of the product. Complexity and differentiation of the product With complexity and differentiation of the product, Hollensen (2001) mean that the product influences the cost of shipping, economies of scale, technology transfer, and already existing know-how and thereby may influence of market entry mode. In contradiction to theory, the differentiation and complexity of the product is not singled out as a factor that affects the choice of market entry mode, due to the high transportation cost the company has as they deliver their product directly to the end user. Furthermore our findings in case two reveled that the complexity and differentiation of the product does not affect the company’s choice of market entry mode, especially since the product differentiation is negligible, and thereby contradicts the theory stated by Hollensen (2001). 37 DATA ANALYSIS 5.1.4 Theory by Bruhno and Schilt (2001) Bruhno and Schilt (2001) have also developed a model in which th...
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