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Influence of country and company characteristics on international business decisions: A review, conceptual model, and propositions

Philip Kotler, Lalita A. Manrai, Dana-Nicoleta Lascu and Ajay K. Manrai

International Business Review, 2019, vol. 28, issue 3, 482-498

Abstract: This research advances four propositions and a conceptual model of country and company characteristics influencing key International Business Decisions (IBDs). The IBDs in this study are country selection and evaluation, entry mode, segmentation-targeting-positioning, and the marketing mix – the first two in the international business domain, and the latter two in the international marketing field. The conceptual model and related four propositions are advanced, based on an extensive literature review and subsequent in-depth review of 169 published research papers on major IBDs and their determinants, namely, country characteristics, including opportunities, risks, and various distances between the host country and home country, and company characteristics, which include international business experience, assets/resources, and expansion/growth strategies. Managerial implications and directions for future research are discussed.

Keywords: International business decisions; International marketing mix; International segmentation; Targeting and positioning; Country characteristics; Company characteristics; Influences on international business decisions (search for similar items in EconPapers)
Date: 2019
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