Order-of-entry effects for service firms in developing markets: An examination of multinational advertising agencies

Journal of International Marketing

Volumn 17, Issue 2, 2009, Pages 23-41

  Magnusson, Peter ^a   Westjohn, Stanford A ^b   Boggs, David J ^c  

^a NORTHERN ILLINOIS UNIVERSITY   (United States)

^b UNIVERSITY OF TOLEDO   (United States)

^c EASTERN ILLINOIS UNIVERSITY   (United States)

Author keywords

Developing markets; Emerging markets; First mover advantages; Hierarchical linear modeling; Order of entry effects; Resource advantage theory; Service firms

Indexed keywords

EID: 67649998414     PISSN: 1069031X     EISSN: None     Source Type: Journal    
DOI: 10.1509/jimk.17.2.23     Document Type: Article

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