... intelligence Word co-occurrence network Digital marketing Entry mode Emerging markets Multidimensional scaling In an increasingly interconnected global economy, firms across sectors are expanding into international markets to pursue growth, diversification, and long-term competitiveness. Existing...

...Arpita Agnihotri; Saurabh Bhattacharya; Natalia Yannopoulou; Alkis Thrassou Purpose The article explores how servitization influences firms' foreign market entry mode decisions. This relationship is researched under the contingent effect of macroenvironmental factors in the host country, namely...

... building. Practical implications The authors offer managerial implications for reconciling divergent organizational cultures, partner selection and incentive alignment. Originality/value This appears to be the first paper to empirically assess the viability of piggybacking as a foreign entry mode...