Determinants of Market Entry Behavior



This chapter deals with the theoretical perspective of the study. Specific theoretical findings surrounding the determinants of market entry behavior are reviewed in an empirical study on 18 brewing companies in China. First, an overview is presented to determine on what assumptions trade and investment are founded. This is necessary because the deduction of determinants of market entry behavior is generally based on these theories. Subsequently, the particular scope of this study will be elaborated, followed by the development of hypotheses that will be tested upon the empirical study. These findings will be extended in depth by the presentation of the qualitative findings, which should make it possible to venture beyond the point where most quantitative studies end. This chapter concludes with a discussion on the findings and the limitations of the study.


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© Springer Fachmedien Wiesbaden 1999

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