Entering international markets is one of many key strategies to ensure high and sustainable growth of the firm. It refers to how firms want to do business activities and their engagement in foreign markets. Many studies on the international market have been focused on entry mode strategies which is one of the most critical decisions in a firm’s internationalization strategy. This research aimed to examine which factors influenced the entry mode decisions to enter foreign markets for sports equipment firms. A qualitative approach and multiple case study technique were used in this research. Important theories related to entry mode, such as, resource-based theory, transaction cost theory, institutional theory, and special characteristics of sports, were integrated to identify which factors influenced a sports equipment firm’s entry mode choice. From the literature review, many factors had been identified to influence entry mode choice. However, in this research, eight factors were identified from the theoretical perspectives and special characteristics of sport which are asset specificity, brand equity, international experience, cultural difference, market attractiveness, environmental uncertainty, legal environment and winning performance. Propositions were developed to use as a connection between the theories and the exploration of sports equipment firm’s entry mode decisions. Four case studies of Thailand sports equipment firms were used to demonstrate and discuss the applicability of the developed propositions and theoretical perspectives. The findings showed that asset specificity, brand equity and legal environment were found not to have any relationship with entry mode choice in sports equipment firms. High international experience and market attractiveness were found to play a key role and influenced firms to select higher control entry mode. Culture differences were found to have a small influence on entry mode choice while high environment uncertainty appeared to slow down the process of internationalization, but it did not influence sports equipment firms to change the initial entry mode level. Winning performance influenced the firm to gain more control and established the distributor in the market. Moreover, this research gives an insight into the internationalization of sports equipment firms with a beneficial source of data for those sport equipment firms considering the choice of market entry mode to enter the foreign markets.
The purpose of this study were to study the behavior level in watching the sport during the COVID-19 pandemic, to compare the personal characteristics with the Thai behavior in watching the sport during the COVID-19 pandemic, and to create the guideline to promote the Thai behavior in watching the sport during the COVID-19 pandemic. This study employed a mixed-method design. In the quantitative phase was characterized by an initial quantitative phase of data collection by the questionnaire with 400 participants by selecting through nonprobability sampling, and analyzed with the descriptive statistic and the logistic regression analysis. In the qualitative phase, the 12 participants included the 4 sport media, the 4 sport news reporters, and the 4 sport marketers participated in semi-structure interviews. The results of the quantitative phase found that that the male agreed in watching the sport during the COVID-19 pandemic through the TV digital and the online media was higher than female (Inferential group) 1.62 times, the bachelor degree level, less than bachelor degree, and master degree were higher than the doctoral degree or others (Inferential group) 48504, 32761 and 23693 times, the government retire employee/private was not agreed higher than other careers (Specific) that has been in the inferential group 96296 times, the single and the married was higher than the divorce (Inferential group) 98080 and 31579 times, and the monthly income less than 5,000 Baht was higher than 40,000 Baht (Inferential group) 5.75 times. The qualitative data found the 7 issues of the guideline of promoting the Thai behavior in watching the sport during the COVID-19 pandemic. This research result could be benefit to the entrepreneurs those who like to use the research result as the guideline for being the information base in order to adjust their strategy to the market of the people who watch sport during the COVID-19 pandemic.
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