Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions

IF 4.8 3区管理学 Q1 BUSINESS

International Marketing Review Pub Date : 2022-10-06 DOI:10.1108/imr-09-2021-0287

A. Agnihotri, S. Bhattacharya, N. Yannopoulou, A. Thrassou

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引用次数: 3

Abstract

PurposeThe article explores how servitization influences firms' foreign market entry mode decisions. This relationship is researched under the contingent effect of macroenvironmental factors in the host country, namely, market attractiveness, institutional environment and national culture differences between the home and host country.Design/methodology/approachThe study employs a conceptual framework typology that interrelates, contextualizes and conceptualizes extant knowledge to develop explicit propositions.FindingsBased on the extant literature, using a 2 × 2 matrix, the authors delineate the influence of two dimensions of servitization on entry mode decisions: customer relationship focus and digitalization focus. They conceptualize that relationship management and digitalization-based servitization have an antagonistic effect on the need for entry mode resource commitments, and macroenvironmental factors' favorability moderates this tension.Research limitations/implicationsThe study extends and incorporates the servitization literature into the context of international marketing by exploring the combined effect of the two most significant dimensions of servitization, i.e. investment in customer relations versus investment in digitalization on entry mode, thus delivering valuable new insights and perspectives, as well as explicit propositions toward empirical testing.Practical implicationsThe authors’ framework increases foreign market managers' awareness of how servitization drives entry mode decisions of firms in international markets. Also, the framework explicates how the host country's market attractiveness, institutional environment and difference with the home country's national culture tangibly influence the relationship.Originality/valueThe study provides novel insights into the implications of servitization on international marketing, particularly regarding foreign market entry mode. The study also elucidates the combined effect of two servitization dimensions, i.e. customer relations and digitalization – a critical research area in which the literature is scant.

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不同宏观环境条件下国外服务化市场进入模式:分类与主张

目的探讨服务化对企业海外市场进入模式决策的影响。这种关系是在东道国宏观环境因素的偶然作用下进行研究的，即母国与东道国之间的市场吸引力、制度环境和民族文化差异。设计/方法/方法本研究采用概念框架类型学，将现有知识相互联系、语境化和概念化，以发展明确的命题。在现有文献的基础上，作者利用2 × 2矩阵描述了服务化对进入模式决策的两个维度:客户关系焦点和数字化焦点。他们的概念是，关系管理和基于数字化的服务化对进入模式资源承诺的需求具有拮抗作用，而宏观环境因素的有利调节了这种紧张关系。研究局限/启示本研究通过探索服务化的两个最重要维度，即客户关系投资与数字化投资对进入模式的综合影响，将服务化文献扩展并纳入国际营销的背景下，从而提供有价值的新见解和观点，以及明确的实证检验命题。实践意义作者的框架提高了国外市场管理者对服务化如何驱动国际市场企业进入模式决策的认识。此外，该框架还阐明了东道国的市场吸引力、制度环境以及与母国民族文化的差异如何对这种关系产生切实的影响。独创性/价值本研究为服务化对国际营销的影响提供了新颖的见解，特别是在外国市场进入模式方面。该研究还阐明了两个服务化维度的综合效应，即客户关系和数字化——这是一个关键的研究领域，但文献很少。

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来源期刊

International Marketing Review BUSINESS-

CiteScore

8.70

自引率

12.00%

发文量

期刊介绍： International Marketing Review (IMR) is a journal that has, as its core remit, the goal of publishing research that pushes back the boundaries of international marketing knowledge. IMR does this by publishing novel research ideas, and by publishing papers that add substance to, question the basic assumptions of, reframe, or otherwise shape what we think we know within in the international marketing field. IMR is pluralistic, publishing papers that are conceptual, quantitative-empirical, or qualitative-empirical. At IMR, we aim to be a journal that recognizes great papers and great research ideas, and works hard with authors to nurture those ideas through to publication. We aim to be a journal that is proactive in developing the research agenda in international marketing, by identifying critical research issues, and promoting research within those areas. Finally, IMR is a journal that is comfortable exploring, and that fosters the exploration of, the interfaces and overlaps between international marketing and other business disciplines. Where no interfaces or overlaps exist, IMR will be a journal that is ready to create them. IMR’s definition of international marketing is purposefully broad and includes, although is not restricted to: -International market entry decisions and relationships; -Export marketing and supply chain issues; -International retailing; -International channel management; -Consumer ethnocentrism, country and product image and origin effects; -Cultural considerations in international marketing; -International marketing strategy; -Aspects of international marketing management such as international branding, advertising and new product development.