Order-of-Entry Effects for Service Firms in Developing Markets: An Examination of Multinational Advertising Agencies

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...