Foundational and Supporting Uncertainties in EMNE Internationalization: A Holistic View

This study analyzes how EMNEs respond to uncertainty types throughout internationalization, investigating how entry and post-entry modes change given several external sources of uncertainty. It relies on a process-based, embedded case study of an EMNE's internationalization process, using backward-looking data to analyze its entry and post-entry moves in other emerging markets. We found that the researched firm did not respond to an uncertainty type in isolation but considered multiple types of uncertainty during internationalization, doing so holistically. These uncertainties were categorized into foundational and supporting. Whereas the former is a baseline uncertainty, the latter is a moderating uncertainty. The association between foundational and supporting uncertainties and entry and post-entry moves in foreign markets originates three international paths. These results generate guidelines on how to internationalize in highly uncertain emerging markets.