Market Entry Strategies in Emerging Markets: An Institutional Study in the BRIC Countries
Article first published online: 16 APR 2013
© 2013 Wiley Periodicals, Inc.
Thunderbird International Business Review
Volume 55, Issue 3, pages 237–252, May/June 2013
How to Cite
Holtbrügge, D. and Baron, A. (2013), Market Entry Strategies in Emerging Markets: An Institutional Study in the BRIC Countries. Thunderbird Int'l Bus Rev, 55: 237–252. doi: 10.1002/tie.21541
- Issue published online: 16 APR 2013
- Article first published online: 16 APR 2013
This article addresses two of the strategically important questions of market entry strategies in emerging markets: how to enter and when to enter. Furthermore, we investigate the relationship between market entry strategies and market success. On the basis of the institutional theory, we develop hypotheses that are tested against data collected from 564 foreign firms with operations in the BRIC countries (Brazil, Russia, India, and China), using an online survey. Our findings suggest that market entry strategies have a significant effect on market success, showing the greatest market success in India and the lowest in China. We also find that entry mode and length of operation exhibit a significant positive effect on market success. © 2013 Wiley Periodicals, Inc.