International Market Entry Modes: Toward an Increased Marketing Viewpoint and Conceptualization

Abstract

International Market Entry Mode is a widely used concept in international management, strategy and marketing literature, where it has been applied to explain the degree of internationalization, risk, and the performance of the firm. The present paper explains the inappropriate use of this concept within current international marketing literature. The comprehensive framework for looking at the international market entry modes will be presented in order to correctly use the concept.