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Unformatted text preview: ject and thus not pay any special attention to
the time it takes for the company to create revenue from an investment.
With speed Brassington and Pettitt (2000) mean the time it takes to reach the target market,
also greatly influences the choice of entry mode. Our findings in case one revealed that the
company’s goal is to establish a market within one to three years and to have continuous sales
by the second year of entry. The time to reach the market does not affect the choice of entry
mode, thereby contradicting the theory argued by Brassington and Pettitt (2000). Furthermore,
the findings from case two also contradicts the theory stated by Brassington and Pettitt (2000),
thus the company states that time to market is a factor that is hard to assess and often takes
longer time than predicted, and thus not seriously affect the company’s choice of market entry
mode. 5.1.3 Theory by Hollensen (2001)
Hollensen (2001) brings up three more factors of internal nature that might influence the
choice of market entry mode, these are: complexity and differentiation of the product, risk and
flexibility. As stated in our conceptual framework we will only foc...
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This document was uploaded on 03/22/2014.
- Summer '14
- The Land