Interpretation of qualitative data analysis on mode switching behaviour
In the last chapter, the results of the exploratory interviews were given. In addition to the most important influencing factors, the characteristic behavioural and decision-making processes were documented and discussed. These results create the foundation for the following discussion, typologisation and systematisation of the identified characteristics tied to mode switching. First the decision process is developed and structured on the basis of the results in Chapter 5.2.. Then the various decision-making- and development possibilities are brought into a strategic context with consideration of the qualitative results and the theoretical status quo analysis (Chapter 18.104.22.168). From this, a strategic profile of the foreign mode switch is derived. The identified behaviour patterns are then typologised into seven groups of characteristic decision-making patterns and management styles. Finally, the assessed mode strategies and aspects from Chapter 5.2.7 and 5.2.8 are integrated in a conceptual organisation framework of reference. The resulting pathways are discussed. The chapter closes with the formulation of hypotheses which will be subject of the quantitative analysis in the following chapter.
KeywordsForeign Market Mode Change Market Entry Mode Switching Branch Office
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