513 theory by hollensen 2001 hollensen 2001 brings up

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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. Speed 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.

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