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Factors Effecting Small and Medium Enterprises, Selection of Market Entry Mode
Factors Effecting Small and Medium Enterprises, Selection of Market Entry Mode
Students Name
Affiliation
Abstract
Table of contents
Chapter 1: introduction
1.1. Background.
1.2 Problem Statement.
1.3 Purpose.
1.4 Thesis statement.
1.5 Limitations.
Chapter 2: Method
2.1 Approach.
2.2 Discussion on chosen 10 articles.
In this chapter, we will also discuss why we want to expand internationally, what international market opportunities available to us, which international expansion opportunities will suit us best, Selected dimension, cost, risk, market size and control, decision makers and influencers etc.
Chapter 3: Thesis, Theory
3.1 Relationship/ link between our reviewed articles.
3.2 Critical review of chosen articles/theories.
Conclusion.
Limitation of the study.
Future work.
CHAPTER 1
1.1 PROBLEM STATEMENT
According to him, many large companies in Pakistan have a bulk of resources, such as financial and technological, and have sufficient experience. They have multiple choices of international market entry mode strategies, but small companies, due to limited size and inadequate experience than what they could cope with. Hence, they are unable to meet up with their desired goals. Therefore, SMEs forced to go internationalization due to focus on niche market, limited product life cycles, the limited size of their home or domestic market comparative to abroad. The Researcher argues however, that these firms face a severe dilemma should they try to go for international expansion. The author states that primary international market entry modes used by small businesses is exporting without extending the firm’s resources. The Researcher also emphasizes that small firms often skip some or all of the international expansion stages as many of the companies must be international from the outset (Meyer & Gao 2006).
If a company selects a poor market entry mode of international market entry at the beginning stage of international expansion, it can become a threat for its future international market entries. However, there is no right international market entry mode that can be seen as a suitable choice (Hollensen 1998).
The selection of international market entry mode is a critical decision, which demands a bulk of resources and planning. When making the decision of international market entry mode, a wide range of factors should be considered (Young 1989, Hamill 1989, Wheeler & Davies 1989).
Furthermore, Koch (2001) states all factors proposed to effect international market entry mode selection fall into three groups: internal, external and mixed.
The author pinpoints that a little or no research work made on the particular issues that Pakistani SMEs face influential factors effect of these influential internal/external factors on selection of market entry mode in internationalization.
The problem is therefore to investigate the internal and external factors affecting selection of international market entry mode strategies. The researcher makes additions: the size of the firm is of great importance to go international and to be successful, as the small and medium enterprises are not well prepared as the large companies to deal with the institutional distance between the target country or host country in which investment is to be made, and home country.
As the SMEs prospering their needs to be design and develop according to market entering strategies towards international expansion process. This way Pakistani SMEs could utilize the growing tanneries and maintain the consistency of foreign exchange along with major competing currencies like China, India (Hussain 2003). It is important for all small and medium enterprises to expand internationally to earn more profit (Knight 2002).
The selection of market entry mode is different from company to company and affected by numerous factors, both internal and external to the company (ibid). How a firm deals with the external factors, depends on internal factors while selecting international market entry mode (Root 1994).
It is of great importance for small and medium enterprises to find out what influential factors that was major in the modal choices of other companies. This is in order to improve the SMEs strategies and not make the mistakes other companies have done (Osland 2001, Taylor & Zou 2001).
Hollensen (1998) states that if a company in the initial stage of its market expansion makes poor selection of international market entry mode, it can become a threat for its future market entries and expansion process.
Factors affecting companies’ selection of entry mode can be divided into two groups: internal and external factors (Johansson & Vahlne 1977). Internal factors consist of determinants regarding the inside environment of the company, while the external are determined outside the environment of the company.
According to Hussain (2003) Pakistani small and medium enterprise firms have not enough knowledge about international market expansion and shy to enter the international market. Only few SMEs were in the internationalization process. The author focused on Pakistani SMEs that are on finger tips operating in international market and also effect of influential factors (internal and external) on choice of market entry mode selection.
The author would explore the Pakistani small and medium enterprises Hosiery companies for future foreign expansion. Authors mainly focus on internal and external factors. Internal factors are the firm size, product, international experience, profit objective, Management Risk Attitude. External factors include environmental factors, foreign country market factors, Industry feasibility/ viability of MEM, Market growth rate, Image support requirement, Global management efficiency requirement, Popularity of individual MEMs in the overseas market and socio cultural factors. The problem is therefore to investigate how internal and external factors affecting selection of international market entry mode strategies.
1.2 RESEARCH OBJECTIVES
To investigate and critically assess impact of internal and external factors on small and medium enterprises on selection of international market entry mode strategies in Pakistan.
1.3 RESEARCH QUESTION
How can internal and external factors influence the selection of international market entry mode?
1.4 ORGANIZATION OF STUDY
The thesis is divided into six chapters and in first chapter introduction problem statement research objectives and research question are given.
Second chapter represents Methodology, the research approach, research strategy for empirical data collection, and how analysis to be done.
The third chapter contains Frame of Reference, theories related to the research topic, and will lead to the gathering of information, empirical data and data analysis.
Fourth chapter contains empirical data collected from investigated SMEs’ (companies) information from Pakistan. Then the data in each case is presented according to research question.
Fifth chapter: Data analysis starts within case analysis, where empirical data is compared with theories, discussed by the researcher. The case analysis followed by the cross analysis where the results of two investigated SMEs compared against each other. Conclusion is drawn in chapter six with implication and future research directions.
FIGURE 1: ORGANIZATION OF THESIS CHAPTERS
635139700Chapter 2 Methodology
Chapter 2 Methodology
4102100139700Chapter 5
Data Analysis
Chapter 5
Data Analysis
-1127125-8890Chapter 1 setting
Chapter 1 setting
1292225-8890Chapter 3 Frame of reference work
Chapter 3 Frame of reference work
2578100-8890Chapter 4
Empirical Data
Chapter 4
Empirical Data
5521325-8890Chapter 6 Conclusion
Chapter 6 Conclusion
CHAPTER 2
2.0 LITERATURE REVIEW
In this chapter we have an overview of previous studies relevant to the research question presented. The literature related to research question regarding how internal and external factors can affect the selection of entry mode. The literature on internal and external factors and their influence on choice of market entry mode described. Therefore market entry modes in this chapter applied in SME, s. Finally, a summary of frame of reference is presented.
2.1 INTERNATIONAL MARKET ENTRY THEORY
The literature on the international market has been criticized as being an expressive and missing empirical research (Paliwoda 1999); the selection of international market entry mode in the literature is considered a major issue in the literature (Anderson, Gatignon 1986, Bradley 1991 & Wei 1994) and researched extensively.
Generally, the literature of on the international expansion process of international market entry can be divided into two schools of thought, the stages theory and the contingency theory (Nair 1997 & Melin 1992). The stages theory views the international expansion of firms as a set process of chronological progress through stages of resource commitment (Nair 1997, Anderson 1993 & Peters 1994). On the other hand, the contingency theory focuses on strategies or choices for the various international market entry modes (Melin 1992, Kwon & Konopa 1992).
The thesis reviews the international expansion process model of the stages theory to explain how companies expand their operation in foreign markets so as to establish what stage of the international process Pakistani firms currently are at. The author reviewed two models from the contingency theory: the transaction cost model and the conceptual model of contingencies. These models permit for internal and external environment factors in the decision for international market entry mode.
2.2 THE TRANSACTION COST MODEL
The transaction cost model classifies the environmental factors that influence a company as internal and external factors. The internal factors are the company and product characteristics, while the external factors are the external foreign market characteristics (Root 1987, Anderson, Gatignon, 1987; Kwon & Konopa 1992).
Figure 2: Model of transaction cost market entry mode
Source: Kwon & Konopa (1992)
This model points out that the risks confronted in the overseas market operation are moderated by the level of control achieved by the selection of an international market entry mode, which as a result affects the long-term return of the overseas investment. Risk is known here as the chances of loss arising from trade barriers, strength of competition and political instability. Return is explained as the long-term effectiveness and profit (Kwon, Konopa 1992, Wei 1994 & Nair 1997).
The deficiency of this model is that it does not discover the effect of the home country environment on the overall effect of the trade-offs between risks and return.
2.3 THE CONCEPTUAL MODEL OF CONTINGENCIES
Stop ford (1972) and wells developed one of the first international market entry mode models. They argued that selection of market entry mode was contingent upon the firm’s international experience and product diversification. Contingency theory explains that a firm that enters a international market should choose market entry mode based on firm, industry and country specific factors. For example, the entering company is less likely to make an acquisition if the rules governing FDI and other industry-specific regulations have been significantly liberalized (Bhaumik & Gelb 2005).
The conceptual model of contingencies include previous research on the international market entry mode in one comprehensive framework (Minor 1991 & Wei 1994) by adding environmental characteristics with competition in industry and the product/market contingencies. The company’s experience and organizational strengths are also considered. The model is consolidated by the insertion of the company’s strategic objectives. The model shows that a company’s overall performance in the international venture is a consequence of the interaction of environmental, product, competition, and organizational factors, of goals and international market entry mode choices.
Figure 3: The conceptual model of contingencies
SHAPE
Source Minor et al. (1991)
2.4 ECLECTIC THEORY MODEL
A model is developed to explore the influential factors of international expansion process developed from the manufacturing research. A model is developed based upon the tenets of Dunning’s (1980, 1988, 1990 &1995) eclectic theory.
Dunning’s (1980, 1988, 1990 and 1995) eclectic theory is a transaction cost-based theory that explains the transfer, internationalization, and firm-specific ownership advantages. Eclectic theory suggests the importance of firm- and location-specific factors to explain international operations. Firstly Dunning, (1980) states that specific organizational skills or technologies permit a firm a competitive advantage in the marketplace. Secondly, Dunning (1980) argues that country-specific factors are also important to be successful in the international expansion process. He further states that the characteristics of the market entered significantly influence a firm’s international expansion efforts. While originally intended to explain international investment, eclectic theory can be extended to explain how firms, either service or manufacturing, approach internationalization.
Dunning’s (1980) eclectic theory, provides a parsimonious theoretical examination of the applicability of manufacturing influential factors to internationalization of the manufacturing. The model contains the firm-specific factors of firm size, competitive advantage and the location-specific factor of market characteristics to assess management attitudes towards international expansion process.
Figure 4: Factors influencing internationalization process
Researchers show that the probability of international expansion process increases with firm size (Aaby, Slater 1989, Keng, Jiuan 1989, Ali, Camp 1993, Erramilli, Rao 1993, & Katsikeas 1994). Resource theory is used to explain firm size relationship to internationalization (Aaby, Slater 1989, & Bonaccorsi 1992). Aaby and Slater (1989) argue that internationalization requires a great deal of resource commitment by the expanding firm. They further say that the larger a firm becomes, the greater its ability to well connect in export and larger firms appear to be better suited to absorb the risks connected with internationalization. However, resources must be viewed not only in terms of financial capital (Dunning 1980, 1995 & O’Farrell 1998).
Bonaccorsi (1992) studying Italian exporting manufacturers, found a positive relationship between the number of employees and their tendency to export within a firm. Thus, human capital decreases a firm’s risk of failure through the increased possibility of employing those with skills necessary to international expansion.
Further, research suggests that the relationship between firm size and management attitudes is supported in the manufacturing context. O’Farrell et al. (1998) found that, as the resources such as financial and human skills of a manufacturing company increased, its ability to absorb the risks connected with international expansion process increased.
FIRM-SPECIFIC FACTOR: COMPETITIVE ADVANTAGES
Wiedersheim-Paul et al (1978) argue that a firm’s competitive advantages influence management attitudes toward international expansion process. They suggest that when a manufacturer is conscious of the unique assets it possesses, it is more likely to search for extensive exploitation of its competitive advantage. ‘This is supported by other researchers (e.g. Bilkey 1978, Cavusgil 1979, Cooper, Kleinschmidt 1985, Edvardsson 1993 & Katsikeas 1994). For example, Bharadwaj (1993) differentiate between two categories of competitive advantage’.
(i) Unique resources
(ii) Distinctive skills
These advantages interpret directly into superior marketplace and financial performance for the firm. Having or possessing advantages over rivals in terms of unique resources and distinctive skills permits firms to exploit these advantages in the open market and get huge profits than would otherwise be attainable (Dunning 1980, 1995).
As same in the service sector, O’Farrell et al. (1996) argue that specialization and competitiveness lead to larger international expansion process. For example, Miller and Parkhe (1998) found that international expansion process was more pervasive of US banks into overseas markets if the firm determined that it could capitalize on their competitive advantages. If management itself is to have a transferable competitive advantage, it is more likely to have a positive disposition towards operating international market.
LOCATION-SPECIFIC FACTOR
MARKET CHARACTERISTICS
Research in the manufacturing sector indicates that market characteristics have an impact on management attitudes towards operating internationally (Alexandrides 1971 & Dunning 1980). Alexandrides (1971) found that manufacturing exporters perceived lower trade barriers to international expansion process. They have a propensity to more positive attitude toward international expansion. Market characteristics of concern to managers involve host government rules and regulations restraints on international market entry, limitation of foreign ownership, local content requirements and financial and fiscal controls (Czinkota, Ronkainen, 1990, Dunning 1980, Robock & Simmonds 1989). Numerous studies show the impact that these external barriers have on international trade (see Dichtl 1986, Dunning 1980, Kaynak, Kothari, 1984, Kedia, Chhokar 1986, Rabino 1980 & Yang 1992).
Lovelock and Yip (1996) indicate that host governments use import tariffs, non-tariff barriers, local content requirements, currency and capital flow restrictions, ownership restrictions and requirements on technology transfer in an attempt to control the degree of foreign competition in the manufacturing industry.
2.5 DEFINITION OF ENTRY MODE
According to Root (1994) ‘Companies enter into the international market by selecting different entry modes’. An entry mode is an institutional arrangement that creates the opportunity for the companies (technology products, human skills, management and other resources) to enter into the overseas country market.
2.6 TYPES OF ENTRY MODE
There are different kinds of entry mode when a company adopts before going into the international market.
(i) Export Entry Mode
Export mode of entry deals with importing or buying and exporting or selling physical goods or products from a domestic country market to a foreign country market.
(ii) Contractual Entry Mode
Contractual entry modes are long term non equity alliances between the home and host country company.
(iii) Investment Entry Mode
Investment entry modes are about acquiring ownership in a company that is situated in the target country.
Root (1994, P.6-7) classified licensing and franchising as a contractual entry mode, joint venture and green field as an investment entry mode.
2.6.1 Export Entry Mode
The transfer of goods or services across the national borders: many companies start through export and then move to other market entry mode. (Kirbua & Benjamin, 2007). Direct export includes the use of agents, distributors, Government and overseas subsidiaries.
Merits of exporting when a company entering into the overseas country, can avail the facilities at the home country and transfer the goods and services to the other country. This way companies avoid the substantial cost which it incur to establish manufacturing facilities in the foreign country. Companies get an advantage from the economies of scale and from its worldwide sales volume.
That’s why exports enable the company to get an advantage from the experience, cost and location economies. Export does not require a substantial presence abroad. Common examples of export as entry mode are the Sony Television market, Matsushita video cassette recording market and many Japanese companies in the United States auto market (Kirbua & Bejamin 2007).
Where exporting has merits and demerits export from home country may not be profitable if, low cost manufacturing facilities could be established in the host country. Secondly it becomes uneconomical if the transportation costs are high. However, this problem can be removed by manufacturing a bulk of products. At last, regularity authorities imposed the tariff barriers to which the company is exporting could make it risky (Kirbua & Benjamin 2007).
2.6.2 Contractual Entry Mode
In this mode of entry one company makes some form of agreement with another company to use some particular benefits. Two types of contractual entry modes are franchising and licensing (Yadong 1999).
(I) Licensing
There are two parties. One is licensor and the other is the licensee. The licensor gives permission to the licensee of the company to use their resources like technology trade mark, managerial skills etc. In return, the licensee has to pay a royalty fee or certain sum of to the licensor (Hill 2007).
The licensor is not liable to bear any cost in order to get their product in to the foreign country market. The licensee bears all the costs of introducing the product to the foreign country market (Dool & Lowe 2007).
The demerit is if the company licenses their specific assets they will lose their control on manufacturing and marketing in the overseas country market. It will fail to get the experience in the overseas country market (Doole & Lowe 2007). There is always a certain risk that the licensee has the knowledge to develop new or same products that can compete with the licensor products or goods (Doole & Lowe 2007).
(II) Franchise
It is similar to licensing, but there is a minor difference between licensing and franchise. The franchiser can help and involve itself in the franchisee business. Furthermore, the franchiser could apply stiff rules on the franchisee business in the overseas country market (Dool & Lowe 2007).
2.6.3 Investment Entry Mode
(I) Green Field
In this mode of entry the company institutes a full function in the target country’s market and exploits competitive advantages to higher degree than ordinarily achievable through contractual entry mode or export. Investment entry mode permits companies to control the international marketing plan and to gain logistical benefits that may arise from the circumvention of import hurdles, savings in transportation cost and lower manufacturing cost. In Green field investment companies may found manufacturing units and machinery. Company has full control over business activities and profit (Doole & Lowe 2007).
The demerit of green field investment multi culture in the overseas country and domestic information is difficult to gather high resources are required to apply into the foreign market. High resource commitment in the overseas market create exit barrier under uncertainty (Dool & Lowe 2007).
(II) Joint Ventures
When international firms invest their capital in the target country with local partner firms, then overseas investor may have the majority or minority or partial joint ventures equity. It is started from scratch but may result from the purchase of equity in an existing local company. Companies more prefer this mode of entry because they share the risk and costs among other business partners and partner in the foreign country and profit share depend upon agreement (Doole & Lowe 2007).
The core benefit of this market entry mode is to employ host country business partner as they share their experience knowledge of the particular country or their local market (Doole & Lowe 2007).
The disadvantage is difference in the aim and objectives of the participating firms which can cause disagreement on the question of investment, strategies, lose control of the form assets like technology, and overall goals of particular companies. Some countries put restrictions to adopt joint ventures. For instance in Philippines confined foreign ownership. (Doole & Lowe 2007)
2.7 ENTRY MODE CHOICES IN THE INTERNATIONAL MARKET FOR SOCKS KNITTING INDUSTRY
In the socks knitting industry, entering into new international markets takes place through different market entry modes. For small and medium enterprises it can take the form of exporting at the beginning stage, and for MNCs it can take the form of acquiring local firms or joint ventures with them. It can also take the form of a request from a local government based on a company’s goodwill on special projects in the market (El-Gamal 1993). Governments play a major role in promoting hosiery industry work through bilateral relations and foreign aid with other governments (Ostler 1998). Other forms of entering new international markets are through foreign direct investments, export, licensing (Buckley et al, 1991) and competitive tendering (El-Gamal 1993, Wheeler & Woon 1987).
International contractors tend to use different approaches when entering new international markets according to host country market conditions, and prefer complementing their lack of local skills by joint ventures (Strassmann 1988). Another form of entry in an international market for contractors is the formation of a consortium with home country partners, where one firm is managing the project and the others doing the work at their own set prices. When small and medium enterprises penetrate new international markets, they take the form of causal or accidental exporting or foreign licensing (El-Gamal 1993, Kurtz 1984). Erramilli and Rao (1993) added contractual transfers to the international market entry mode choices of manufacturing industries and it included licensing and franchising.
Each of these international market entry modes involves diverse levels of resource commitment and consequently these resources associated with diverse levels of investment risks. Normally, the higher the resources committed level, the higher is the investment risk. In the socks knitting industry entering into overseas markets takes the form of exporting, contractual agreements, joint ventures with home country partners and host country partners, as well as wholly-owned subsidiaries. International contractors mean MNCs tend to prefer operating as joint venture with host country partners, others prefer to export their products through agents and distributors basis with no long-term involvement (El-Gamal 1993).
2.8 FACTORS INFLUENCING SELECTION OF ENTRY MODE [BY KOCH]
Management decides which market entry mode is the most suitable to penetrate a new market, a company has to consider different factors, which will determine the right selection of entry mode. Koch (2001) categorizes these factors internal and external company size, product and experience. The size, product and the overseas experience of a firm are very important factors which determine the different options to acquire a new market for a firm. Alexandrides (1971) found that, when manufacturing exporters perceived lower trade barriers to internationalizing, they tended to have a more positive attitude toward expanding globally.
Figure: 5 Shown Factors influencing the entry mode selection
Koch factors effecting selection of market entry mode (2001)
(I) INTERNAL FACTORS
Company Size/ Resources
Smaller companies have limited market servicing alternatives as Koch (2001) has quoted from Benito & Welch 1994. Small companies have limited amount of resources and may just not allow, or not support the selection of some market entry modes. Researchers indicate that the probability of international activity increases with the firm size (Aaby , slater 1989 Ali and camp 1993, Erramilli and Rao, 1993) Resource theory is used to explain firm size relationship to internationalization (Bonaccorsi 1992). Aaby and slater (1989) argue that international expansion requires a great deal of resource commitment by the expanding firm. For example, to set up a fully owned subsidiary often connects with very large investments as well as high risk. Similarly, small companies may not have suitable management potential and special skills to enter overseas markets through establishing fully owned foreign based subsidiaries or international joint ventures.
Product
Koch (2001) states that differentiated products with obvious advantages compared to competitor’s products give the seller a very clear limitation when it comes to price setting. Well differentiated products can demand high transportation costs; high import taxes still remain competitive. On the other hand, the standardized products that are not differentiated have to compete on the price they can offer for the customer. It is only possible with some local production. Therefore, high differentiated products are preferred to enter overseas markets through export, low differentiated products forces the firm to home manufacturing/contracting manufacturing or equity investment. Kindle Berger (1969) states that when product differentiation through R&D exists, companies will search to set up control over these benefits and look after them from distribution through the use of investment of market entry mode.
Manufactured products that needs pre and post purchase services often seems harder for a firm to market from a far distance. Usually when providing product services the company needs to be close to the customer, service intensive manufactured products are biased towards branches/subsidiary exporting local production modes of entry.
Technology intensive products give the firm an opportunity to license its technology in the overseas host country instead of using other entry modes. Due to the fact that technology intensity in many cases is higher for industrial products, firms are more optimistic entering licensing provisions than consumer product companies. Those products that desire a high level of adaptation when going to be marketed in a foreign country prefer entry modes that permit a company to have a closed distance to the overseas market, which means that entry modes such as subsidiaries/ branches, exporting local production are suitable alternatives.
Management Risk Attitudes
Anix (1988) states ‘A link between mangers attitudes towards international expansion should not be undervalued’. Management attitudes act as guiding force of the organization. He further states that attitudes towards exporting become more positive, managers become less concerned with the complexities of international expansion.
Additionally, research from the manufacturing sector strongly supports the relationship between managerial attitudes and internationalization (Cavusgil & Nev
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