International new ventures as 鈥渟mall multinationals鈥? The importance of marketing capabilities

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• 作者：Maria Ripollé ; s ; ^{mripolle@emp.uji.es} ; Andreu Blesa¹ ; ^{blesa@emp.uji.es}
• 关键词：International new ventures ; Marketing capabilities ; Entry mode ; Performance
• 刊名：Journal of World Business
• 出版年：2012
• 期刊代码：63_10909516
• 类别：bus
• 出版时间：April, 2012
• 卷：47
• 期：2
• 页码：277-287
• 文件大小：411 K

摘要

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鈥?choice of entry modes in foreign markets.