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Market Entry and Expansion

Part 6. International Marketing

  1. Keith D. Brouthers

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06016

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Brouthers, K. D. 2010. Market Entry and Expansion. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. North Carolina State University, Raleigh, NC, USA

Publication History

  1. Published Online: 15 DEC 2010


When firms expand abroad one task they need to do is to determine the best way to structure their new foreign operation. Research focusing on this choice of market entry mode has grown rapidly over the past two decades but still much more work is needed. Primarily, past research has focused on country- and firm-specific attributes and has used rational decision-making models. Marketing scholars can add to our knowledge by exploring the impact of marketing strategy on market entry decisions. In this article, we briefly review the existing research and then offer suggestions on adding marketing insights that can impact foreign subsidiary choice and performance.


  • institutional theory;
  • entry mode;
  • channel choice;
  • marketing strategy;
  • TCE;
  • RBV;
  • market orientation;
  • brands