EIRP Proceedings, Vol 7 (2012)

The influence of entry mode decisions on international marketing policies. A framework

Fabio Musso


Several studies on firms' marketing strategy in foreign markets revealed inconsistent results regarding the relationship between entry mode strategies and the adoption of marketing policies. This inconsistency was due to the diversity of assumptions used for the conceptualization of the influence of entry modes on  marketing strategies. The purpose of this paper is to offer a conceptual model that can support the analysis of how the firm’s choice of entry mode may influence the adoption of marketing tools in the selected market.


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