A case of outdoor education for SMEs during the COVID-19 pandemic: The mediating role of entry mode

Abstract

The international expansion process of firms has been the subject of many studies, nonetheless only Western firms have become the most discussed within the literature. Fewer studies have been done with an emphasis on Southeast Asian firms. Following this issue, this study aims to investigate the most suitable strategy as well as the best entrance modes for firms to internationalize and accordingly, to offer a strategy implementation guideline for firms to enter foreign markets successfully. As the research method prerequisite, this study applies the quantitative approach.  The key finding of this study indicates that there is a strong positive relationship between firms’ international expansion and foreign market entrance. Additionally, this study’s finding is also considered a useful guideline for the SME manager to internationalize or enter the foreign market, especially during the hits of the COVID-19 Pandemic. Keywords: COVID-19; entry mode; international expansion; outdoor education;  SMEs.