Institutional Theory and Cross-National Differences in International Market Selection for Direct Selling

<p>This study extends international market selection (IMS) literature by using institutional theory to develop conceptual links between country level factors of market attractiveness and IMS. More specifically, this study examines the extent to which institutional theory and cross national differences can predict attractive markets for direct selling. The hypotheses were tested over a sample of 51 countries from developed, developing, and emerging economies that comprise 91 percent of the worldwide GDP. The use of a marketing channel, in this case direct selling, is unique to IMS empirical analysis as it represents multiple products and services from multiple industries. The analysis provided initial empirical support for the hypotheses. Managerial implications are discussed.</p>

Name thesis:degree_name

Doctor of Business Administration (DBA)

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Marketing

Year dc:date.available

2012

Author dc:creator

• Ragland, Charles B.

Contributors dc:contributor

• Dr. Scott M. Widmier
• Dr. Thomas L. Baker
• Dr. Brian Rutherford

• marketing
• international markets
• direct selling
• marketing channels

Repository record dc:identifier

https://digitalcommons.kennesaw.edu/etd/500

OAI identifier oai:identifier

oai:digitalcommons.kennesaw.edu:etd-1505