Skip to main content
Article
Order of entry and performance of multinational corporations in an emerging market : a contingent resource perspective
Journal of International Marketing
  • Geng CUI, Lingnan University, Hong Kong
  • Hon Kwong LUI, Lingnan University, Hong Kong
Document Type
Journal article
Publication Date
12-1-2005
Abstract
Drawing on the resource-based view, this study examines the contingency effects of industry- and firm-level variables on the first-mover advantages and effective follower strategies in an emerging-market context. Using hierarchical regressions, the authors analyze a large data set of foreign investors in China. Contingency models that include the interactions of entry order with the moderating variables have better fit of the data than the main-effect models. Industry growth and competition, firm size, entry mode, resource commitment, and marketing intensity have significant moderating effects on first-mover advantages. After the authors correct for multicollinearity bias using ridge regression, it seems that pioneers still enjoy a small advantage in market share but not in profitability, indicating a trade-off between the two. Furthermore, followers may augment performance by increasing resource commitment and marketing intensity. These findings have significant implications for entry-order strategies and for improving foreign direct investment performance in foreign markets; they also suggest meaningful directions for further research.
DOI
10.1509/jimk.2005.13.4.28
E-ISSN
15477215
Publisher Statement

Copyright © 2005, American Marketing Association

Access to external full text or publisher's version may require subscription.

Full-text Version
Publisher’s Version
Citation Information
Cui, G., & Lui, H.-K. (2005). Order of entry and performance of multinational vorporations in an emerging market: A contingent resource perspective. Journal of International Marketing, 13(4), 28-56. doi: 10.1509/jimk.2005.13.4.28