Examining Causal Relationships among International Experience, Perceived Environmental Uncertainty, Market Entry Mode, and International Performance
International Marketing in the Fast Changing World
ISBN: 978-1-78560-233-7, eISBN: 978-1-78560-232-0
Publication date: 24 October 2015
Abstract
Purpose
The relationship between internationalization efforts of businesses and resulting performance has long been debated in the international marketing literature. Specially, under the environmental uncertainty, perception and experience of managers are important for internationalization performance.
Methodology/approach
This study proposes an integrated research framework and mechanism between perceived international risk and international marketing performance, adopting international experience as moderator variable and entry mode as mediating variable. Survey was conducted on 1,612 managers of 420 Chinese international enterprises by email and received 463 valid questionnaires.
Findings
The results show that there is a significant negative relationship between perceived international risk and international performance. Direct influence and perceived international risk have an indirect influence on international performance through entry mode; the influence on the international performance from perceived international risk is moderated by international experience, the regression coefficient between perceived international risk and international performance is the quadratic function of international experience.
Originality/value
Different from previous literature, this study found the complex relationship between risk and performance.
Keywords
Acknowledgements
Acknowledgment
This research was a partial result of the Chinese National Natural Science Foundation Project “China’s international marketing dynamic capabilities under risk environment: theoretical models, mechanism building and the impact of marketing dynamic capabilities against performance” (Grant No. 71072100, 71472097).
Citation
Xu, H., Taute, H.A., Dishman, P. and Guo, J. (2015), "Examining Causal Relationships among International Experience, Perceived Environmental Uncertainty, Market Entry Mode, and International Performance", International Marketing in the Fast Changing World (Advances in International Marketing, Vol. 26), Emerald Group Publishing Limited, Leeds, pp. 135-156. https://doi.org/10.1108/S1474-797920150000026007
Publisher
:Emerald Group Publishing Limited
Copyright © 2015 Emerald Group Publishing Limited