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Foreign Market Entry Mode Choice: Hard - And Soft Services

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Research from service firms show that one group of studies suggest that entry mode choices by manufacturing firms are generalizable to service firms. Results from another group of studies contradict that view. In this paper we classify services in hard services and soft services, hard services are grouped with manufacturing firms in terms of foreign market entry mode choices. The data consists of 362 international ,^er\ ice firms The findings shows that hard services do not significantly differ from soft services according to foreign market entry mode choices.

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