Forlani, David; Parthasarathy, Madhavan; Keaveney, Susan M. - In: International Marketing Review 25 (2008) 3, pp. 292-311
Purpose – The primary purpose of this paper is to investigate how opportunity for control and firm capability interact to moderate the amount of risk that managers associate with various international entry‐mode strategies. A secondary goal is to investigate how managers perceive the need to...