18/08/2018
|| How rationality improves performance for SMEs ||
(2/4) The authors conducted a qualitative analysis of 6 companies and their market entry approaches. They proposed that companies following ROR to make decisions related to market entry strategy and future changes would achieve higher performance than those using less rational decision-making.
Their analysis confirmed this hypothesis. Planning for the future in advance, instead of reacting to the market, was found to be the most effective strategy for market entry.
For example, one company that they studied, established a sales subsidiary in South Africa only after it had acquired a large amount of market knowledge, established a strong network, and compared various alternatives. The company felt it had been successful in the market.
On the other hand, another company that they studied entered the U.S. market using incremental decision-making. They entered the market through a sales subsidiary because it “seemed to be a big, promising market.” After substantial investment costs, they realized that the U.S. market was more complicated than anticipated and they were compelled to phase out their operations, losing millions of Euros in the process.
The research concluded that “SMEs adopting a more rational decision-making model, such as ROR, are more successful in their international operations. Such SMEs have a rigorous approach to planning, are less path-dependent, and have a longer DMP. (Decision-making process).”
So, a more rational, methodical decision-making process is more effective for SME’s. In the next few posts, we will examine how various environmental contexts affect how decisions are made, so that you can be aware of when you are not following sound decision-making processes.
---
Source: International Market Entry: How do Small and Medium-Sized Enterprises Make Decisions, Ahi et al. Journal of International Marketing(https://hubs.ly/H0dgTw80)
Request PDF on ResearchGate | International Market Entry: How do SMEs Make Decisions? | Choosing the right international market entry mode is of utmost importance for an internationalizing firm. However, there is a lack of analysis concerning the decision-making process (DMP), specifically with rega...