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Book cover: Advances in International Marketing

Advances in International Marketing

ISSN: 1474-7979
Series editor(s): Professor Shaoming Zou

Subject Area: Marketing

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Geographic market diversification: A premium or discount in firm's value

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Title:Geographic market diversification: A premium or discount in firm's value
Author(s):Z. Seyda Deligonul
Volume:20 Editor(s): Rudolf R. Sinkovics, Pervez N. Ghauri ISBN: 978-1-84855-468-9 eISBN: 978-1-84855-469-6
Citation:Z. Seyda Deligonul (2009), Geographic market diversification: A premium or discount in firm's value, in Rudolf R. Sinkovics, Pervez N. Ghauri (ed.) New Challenges to International Marketing (Advances in International Marketing, Volume 20), Emerald Group Publishing Limited, pp.257-274
DOI:10.1108/S1474-7979(2009)0000020013 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Article type:Chapter Item

To explain why international market diversification is a viable strategy, a substantial portion of the past literature hinges its conclusions on mainstay perspectives. Some authors utilize internalization theory and transaction cost analysis (e.g., Teece). Others draw from the resource-based explanation of the firm (e.g., Chang, 1995), institutional theory (e.g., Davis, Desai, & Francis, 2000), organizational learning (Ruigrok & Wagner, 2003); a combination approach (e.g., Madhok, 1997) or eclectic paradigm (Dunning, 1988). These perspectives are widely discussed in the literature. For that reason we present the earlier work only in a brief summary.

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