The role of seeding in multi-market entry

Article Abstract:

A study examines which responsive allocation strategy is most effective for firms, introducing new products into multi-markets, namely the uniform strategy, the support-the-strong strategy or the support-the-weak strategy. Results show that strategies that disperse marketing efforts, such as the support-the-weak and uniform strategies, are generally superior, a finding that is robust to market conditions and variations on these strategies and runs counter to conventional wisdom prevailing in international marketing.

Methods, Analysis, International marketing, Market positioning

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Capturing ordinal properties of categorical dependent variables: a review with application to modes of foreign entry

Article Abstract:

Ordered categorical dependent variables were analyzed using linear regression and multinomial logit methods. The results show that an ordered-response logit model is the most appropriate method for evaluating theoretical problems, parsimony and non-tested hypotheses. It allows the researcher to relax rigid assumptions regarding interval levels of measurement. On the other hand, linear regression analysis of ordinal dependent variables is not recommended since this method leads to biased results.

Models, Linear programming, Usage, Marketing research, Logits

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Market share and ROI: observing the effect of unobserved variables

Article Abstract:

The relationship between market share and profits is smaller when two specific unobserved variables are taken into account. These variables are factors specific for the firm studied and temporary shocks.

Market Research-Data, Statistical Data Included, Research, Market share, Descriptive statistics

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