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When Should Emerging Market Firms Enter Developing Or Developed Country-Markets?

出版	SSRN, 2023
URL	http://books.google.com.hk/books?id=xFr_zwEACAAJ&hl=&source=gbs_api

註釋The rich literature on international expansion of firms primarily focuses on firms from the “West”. Few studies that take the perspective of emerging market firms focus on the marketing issues that these companies face when they enter developed markets whereas the empirical evidence suggests that emerging market firms enter both developed and developing countries. Thus, emerging market firms make strategic decisions about the type of markets they enter as they expand internationally. In this paper, the authors develop an analytical model to generate normative suggestions for emerging market firms about the market entry decisions. Based on the international marketing literature, the model is based on the cost of adapting to international markets, price sensitivity of consumers, and firm learning in foreign markets. The results suggest that emerging market firms can be profitable in both developed and developing countries depending on the interplay between the cost of adapting to a developed market and the price sensitivity of consumers in developing countries. Furthermore, if the emerging market firms can obtain marketing knowledge in developed markets and offer value-added services to customers, then the EMF's can be profitable in developed markets even in presence of significant adaptation costs.