ENTRY MODE CHOICE IN SERVICE FIRMS: A REVIEW OF CONTEMPORARY RESEARCH

This paper reviews extant contemporary literature in the area of entry mode choice in service firms and analyzes 14 empirical studies conducted in the area. The review is limited to articles which focus specifically on entry mode choice and the determinants of such a choice. The publication time frame covers the period from 1977 to 2003. The review observations in relation to factors such as the origin of the research, the theoretical frameworks underpinning existing entry mode research, methodological approaches and other relevant patterns are presented. The analysis highlights the paucity of empirical research in the area, which in turn has been largely fragmentary and exploratory in nature. It suggests that research sites need to be extended into Europe, alternative research designs need to be considered and the opportunity to conduct some form of collaborative research warrants exploration.