The entry methods employed by international retailers have developed as a core theme in international retail marketing research. Largely the reason which is assigned for this development is related to the growing exploit of contemporary entrepreneurs who are seeking the most effective yet cost effective method of entry into the retail market of other countries. The choice of market entry may largely influenced the success or failure of an organisation in a new market, The history of industry is littered with the corpses of several major organisations that failed to make any meaning strides in other markets owing to poor market entry strategy. The focus of the paper is to conduct a comprehensive and critical literature review of research in this area highlighting key areas of research development. Prominence is given to the strengths and the weaknesses of each of the market entry models and the factors that must guide the selection of a particular market entry strategy.
Chen Lizhen, Stephany Abokzele Adongo, Hu Xuhua, Henry Asante Antwi
IKEA, Marketing Research, Peculiar Political, Economic, Socio-Cultural And Technological Environment, MTS
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|Published in :
||Volume 2 | Issue 6 | November-December - 2016
|Date of Publication
Cite This Article
Chen Lizhen, Stephany Abokzele Adongo, Hu Xuhua, Henry Asante Antwi, "Market Entry Heterogeneity among FDI's in Ghana : A Literature Review", International Journal of Scientific Research in Science, Engineering and Technology(IJSRSET), Print ISSN : 2395-1990, Online ISSN : 2394-4099, Volume 2, Issue 6, pp.429-436, November-December-2016.
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