Country familiarity in the initial stage of foreign market selection

Volume: 49, Issue: 4, Pages: 442 - 472
Published: May 1, 2018
Abstract
Focusing on the initial stage of foreign market selection (i.e., narrowing a set of potential countries from which to make a final choice), we theorize that manager’s country familiarity influences both the decision-making process and outcome. We hypothesize that with increasing country familiarity, (a) manager investment of cognitive effort (process) first increases and then decreases, and (b) the likelihood of a country being included for...
Paper Details
Title
Country familiarity in the initial stage of foreign market selection
Published Date
May 1, 2018
Volume
49
Issue
4
Pages
442 - 472
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