Asset Details
Do you wish to reserve the book?
Order-of-Entry Effects for Service Firms in Developing Markets: An Examination of Multinational Advertising Agencies
Hey, we have placed the reservation for you!
By the way, why not check out events that you can attend while you pick your title.
Oops! Something went wrong.
Looks like we were not able to place the reservation. Kindly try again later.
Are you sure you want to remove the book from the shelf?
Order-of-Entry Effects for Service Firms in Developing Markets: An Examination of Multinational Advertising Agencies
Do you wish to request the book?
Order-of-Entry Effects for Service Firms in Developing Markets: An Examination of Multinational Advertising Agencies
Please be aware that the book you have requested cannot be checked out. If you would like to checkout this book, you can reserve another copy
We have requested the book for you!
Your request is successful and it will be processed during the Library working hours. Please check the status of your request in My Requests.
Oops! Something went wrong.
Looks like we were not able to place your request. Kindly try again later.
Journal Article
Order-of-Entry Effects for Service Firms in Developing Markets: An Examination of Multinational Advertising Agencies
2009
Overview
The internationalization process of service firms has received increased attention in recent years. Yet the question whether entry order affects firm performance for service firms in developing markets has remained unanswered. Despite lacking empirical evidence, prior research has suggested that first-mover advantages (FMAs) do not translate to service firms and developing markets. However, framed in a resource-advantage theory perspective, the authors' empirical analysis of 379 multinational subsidiaries of advertising agencies in 43 developing markets indicates a significant relationship between entry order and firm performance. The authors also examine the moderating effects of international experience, firm size, subsidiary ownership structure, and rate of economic development to assess how late entrants can mitigate late-mover disadvantages. The authors provide empirical evidence that, contrary to recent literature, service firms do enjoy FMAs. They add to the understanding of the FMA phenomenon as well as to the broader issue of the internationalization process and performance effects for service firms.
Publisher
American Marketing Association,SAGE PUBLICATIONS, INC
Subject
/ Studies
