IMPACT OF FOREIGN MARKET ENTRY STRATEGIES ON MARKETING PERFORMANCE

Abstract

This study explores the dynamic relationship between foreign market entry strategies and marketing performance, investigating how the choice of entry mode influences a firm's success in international markets. The globalization of business has intensified competition, making the selection of an appropriate entry strategy a critical determinant of a company's overall marketing success. This research employs a comprehensive analysis of various foreign market entry strategies, including export, joint ventures, licensing, franchising, and wholly-owned subsidiaries, to assess their impact on key marketing performance indicators. The findings of this study are expected to provide valuable insights for businesses seeking to expand globally, policymakers crafting international trade regulations, and academics studying the intersection of international business and marketing. By understanding the nuanced relationship between foreign market entry strategies and marketing performance, companies can make informed decisions that align with their objectives and enhance their competitiveness in the global marketplace. This research contributes to the existing body of knowledge by offering a comprehensive and contemporary analysis of the impact of foreign market entry strategies on marketing performance in an increasingly interconnected and competitive global economy