Theory Development within International Market Entry Mode -- An Assessment

Cumberland, Flemming
December 2006
Marketing Review;Winter2006, Vol. 6 Issue 4, p349
Academic Journal
The market penetration problem has been subject to much consideration in the research literature, however, up to now not on the basis of a coherent and applied theory. Based on selected areas of business economics, it is presumed that these areas may contribute to the development of theory within the problem area of market penetration. This forms the purpose of this paper that is to critically evaluate and compare the basics of these theories, the analytic argumentation and the fields of application. A meta-theoretical argumentation will be applied, since there is a paucity of contributions containing appraisals of potential theoretical and methodological flaws. The selected theories are not only considered as products of the scientific contexts within which they were developed, but also in relation to their usefulness as conceptual and analysis frameworks in the considered context.


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