Bridgewater, Susan (1995) The entry mode choices of multinational corporations in turbulent markets : the case of Ukraine. PhD thesis, University of Warwick.

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Abstract

Entry strategies for the turbulent markets of Eastern and Central Europe are high on
the strategic agenda of firms, who wish to capitalise upon the opportunities, which
they represent, whilst minimising the risks. The rapidity and discontinuity of the change
in these countries calls into question the validity of rational planning approaches to
assessing market attractiveness. It also calls for re-examination of a number of the
theories proposed for determining mode of entry. These are often predicated upon data
gathered in stable market environments.
Literature relevant to the study of international entry strategies can be found in the
fields of marketing, corporate strategy, international business, economics and
organisational behaviour. This thesis takes the view that it is important not to prejudge
which, if any, of the existing theories are relevant to study of entry into Eastern
Europe.
Therefore, it takes an inductive, interdisciplinary approach to studying the entry
decisions of fifteen multinational corporations in Ukraine. In-depth analysis of case
studies in business-to-business service, mass-market and high-margin consumer goods
and industrial product sectors is used to gain an understanding of these decisions. Data
are explored within and between cases, to identify patterns of similarity and difference.
Firms are analysed according to demographic, location-specific and strategic variables
derived from a review of literature. From this analysis, four groups of investment
behaviour can be identified on the dimensions of criteria for entry, acceptance of risk
and level of commitment to Ukraine. Both competitive and co-operative entry
strategies are found. During the period of data collection, five additional decisions
were made. Both positive decisions, to expand in Ukraine, and negative decisions not
to expand or to withdraw were seen. Data were analysed to identify the explanatory
variables for these differing fortunes. The findings are then set against their theoretical
context to draw conclusions.

Item Type:	Thesis (PhD)
Subjects:	H Social Sciences > HD Industries. Land use. Labor
Library of Congress Subject Headings (LCSH):	International business enterprises -- Ukraine -- Case studies
Official Date:	March 1995
Dates:	Date Event March 1995 Submitted
Institution:	University of Warwick
Theses Department:	Warwick Business School
Thesis Type:	PhD
Publication Status:	Unpublished
Supervisor(s)/Advisor:	Wensley, Robin, 1944- ; McKiernan, Peter
Extent:	vi, 319 leaves
Language:	eng

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