Authors: Mark Sandwell; Susan Freeman
Service firms often look beyond their domestic markets to those defined astransitional or newly emerging markets (NEMs). Additionally, enterprises in theprofessional services arena have become active players in international markets inrecent times. There is a greater need to understand the foreign market entry (FME)processes of professional service organisations. A critical element impacting FMEare business relationships and the concept of networks. From an internationalisationperspective, the network theory stresses the influence that relationships and actors inthe network have on the FME process. The purpose of this qualitative exploratorystudy is to examine the FME process of an Australian based law firm into Thailand toprovide preliminary understanding of current FME models in NEMs. The analysiswill be undertaken from a network perspective. Broadly, the significance of the studyis that it will assist in further developing our theoretical understanding of, and themanagerial implications surrounding, the process of FME by professional servicefirms into NEMs. More specifically, this paper highlights the importance of networkrelationships and the key elements of orientating, positioning and timing in the FMEprocess in NEMs.
Journal: ( – )
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Publish Year: 2004
Conference: Copenhagen, Denmark (2004)