Influence of country and company characteristics on international business decisions: A review, conceptual model, and propositions

Philip Kotler, Lalita A. Manrai, Dana Nicoleta Lascu, Ajay K. Manrai*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

Abstract

This research advances four propositions and a conceptual model of country and company characteristics influencing key International Business Decisions (IBDs). The IBDs in this study are country selection and evaluation, entry mode, segmentation-targeting-positioning, and the marketing mix – the first two in the international business domain, and the latter two in the international marketing field. The conceptual model and related four propositions are advanced, based on an extensive literature review and subsequent in-depth review of 169 published research papers on major IBDs and their determinants, namely, country characteristics, including opportunities, risks, and various distances between the host country and home country, and company characteristics, which include international business experience, assets/resources, and expansion/growth strategies. Managerial implications and directions for future research are discussed.

Original languageEnglish (US)
JournalInternational Business Review
DOIs
StateAccepted/In press - Jan 1 2018

Keywords

  • Company characteristics
  • Country characteristics
  • Influences on international business decisions
  • International business decisions
  • International marketing mix
  • International segmentation
  • Targeting and positioning

ASJC Scopus subject areas

  • Business and International Management
  • Finance
  • Marketing

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