How Marketing Capabilities Influence The Choice Of The Entry Modes Into Foreign Markets And Host Country Selection
Goal: In this paper we analyze, conceptually, the influence of marketing capabilities as antecedents of two core decisions for the internationalization of firms: foreign entry mode and host market selection. Method: We utilize the typology of four types of marketing capabilities – specialized, mult...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Escola Superior de Propaganda e Marketing - ESPM
2020-01-01
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| Series: | Internext: Revista Eletrônica de Negócios Internacionais |
| Subjects: | |
| Online Access: | https://internext.espm.br/internext/article/view/531 |