These findings do not support brassington and

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Unformatted text preview: . This might directly or indirectly influence the choice of market entry mode according to the respondent. These results verify the theory argued by Koch (2001). 36 DATA ANALYSIS 5.1.2 Theory by Brassington and Pettitt (2000) Brassington and Pettitt (2000) also discuss two other internal factors, payback and speed. As stated in our conceptual framework we will investigate both. Payback With payback Brassington and Pettitt (2000) mean the time it takes for the company to create revenue from an investment in a new market that influences the company’s choice of foreign market entry mode. Our findings in case one reveled that time to return on investment did not independently have significant importance on their choice of market entry mode, but rather as an underlying factor, in combination with several other factors, toward the long-term goal of achieving profitability. These findings do not support Brassington and Pettitt’s (2000) theory. Our findings in case two also contradicts the theory argued by Brassington and Pettitt (2000) as the company conducts business project-by-pro...
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This document was uploaded on 03/22/2014.

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