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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.
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.
- Summer '14
- The Land