Unformatted text preview: e/resources, management risk attitudes, market share targets,
profit targets and experience in using individual MEMs.
Koch (2001) states that the company size/resources often affect the company’s choice of
market entry mode since smaller companies usually have fewer market servicing options, as
their very limited own resources may simply not allow, or discourage from, some market
entry modes. The data collected in case one does verifies the theory, in that the company is
regarded as a SME and as such they do not have a company representative for market
information gathering, but rather it is included in the everyday work assignments of the sales
and marketing personnel. This is also consistent with our findings regarding case two as the
company is regarded as a SME with no specific department for information gathering. Koch’s
(2001) theory is regarding case one, also supported in the way that international market entry
is somewhat discouraged from establishing fully owned subsidiaries. In the cases when fully
owned subsidiaries have been e...
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