International new ventures as "small multinationals": The importance of marketing capabilities
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Title
International new ventures as "small multinationals": The importance of marketing capabilitiesDate
2012Publisher
ElsevierISSN
1090-9516Type
info:eu-repo/semantics/articlePublisher version
http://www.sciencedirect.com/science/article/pii/S1090951611000411Abstract
This paper explores how marketing capabilities contribute to the international expansion of international new ventures, and influence their choice of entry mode. The study examines how marketing capabilities help ... [+]
This paper explores how marketing capabilities contribute to the international expansion of international new ventures, and influence their choice of entry mode. The study examines how marketing capabilities help international new ventures to use entry modes involving higher resource commitment in international markets. The proposed model was tested on country-level data from Spain. The results show that marketing capabilities contribute to a firm's decision to choose entry modes involving higher resource commitment in foreign markets. The paper also includes insights on antecedents of international new ventures’ choice of entry modes in foreign markets. [-]
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Journal of World Business, 47, 2Rights
(c)2011 Elsevier Inc. All rights reserved
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http://rightsstatements.org/vocab/InC/1.0/
info:eu-repo/semantics/openAccess
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- EMP_Articles [451]