Title: Influence of entry modes on communication strategies of international new ventures in foreign markets: a preliminary study
Authors: Sophie Veilleux, Nancy Haskell, Frank Pons
Addresses: School of Business, Universite du Quebec a Montreal, Post Office Box 8888, Centre-ville, Montreal, Quebec H3C 3P8, Canada. ' Faculty of Business Administration, Laval University, Pavillon Palasis-Prince, 2325, rue de la Terrasse, Quebec G1V 0A6, Canada. ' Faculty of Business Administration, Laval University, Pavillon Palasis-Prince, 2325, rue de la Terrasse, Quebec G1V 0A6, Canada; Euromed Management, Domaine de Luminy, BP 921, 13 288 Marseille, Cedex 9, France
Abstract: International new ventures (INVs) – those that from the inception seek to use their resources and to sell their output in international markets – have been the subject of much research for more than a decade. However, research on INVs has so far ignored the importance of communication strategies directed toward foreign stakeholders during the internationalisation of these young firms. In addition, INVs may utilise different and at times progressively more complex entry modes into foreign markets (for example, exporting, licensing, direct investment). An important concern is then the necessity to develop and implement appropriate communication strategies towards foreign stakeholders as the firm evolves in terms of its international activities. This study examines communication strategies of INVs in foreign markets when pursuing different entry modes. A communications model is used to develop propositions and these are explored based on interviews with 22 executives in high-tech companies. Insights for managerial practice and for future research are provided. Results suggest that INVs do communicate with various publics as they internationalise; however, they are not taking full advantage of a carefully planned communication strategy or of all the communication tools available.
Keywords: international ventures; new business ventures; communication strategies; entry modes; international entrepreneurship; high-technology; foreign markets; foreign stakeholders; internationalisation; young firms; exporting; exports; licensing; licenses; direct investment; high-tech companies; managerial practice; communication tools; biotechnology; Canada; globalisation.
International Journal of Business and Globalisation, 2011 Vol.6 No.2, pp.117 - 135
Published online: 09 Feb 2011 *Full-text access for editors Access for subscribers Purchase this article Comment on this article