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Keywords: Market servicing mode
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Journal Articles
How do business-level strategies affect multiple market servicing modes in the foreign country?
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2014) 31 (5): 526–546.
Published: 02 September 2014
...Nicolas Li; Pavlos Dimitratos Purpose – There is considerable literature on the firm's market servicing mode (MSM) when it enters the foreign country. However, scant research has been conducted to examine how business-level strategies (BLSs) affect internationalised firms to choose a multiple...
