Perceived risk and entry mode strategies of Danish firms in Central and Eastern Europe

Abstract

In his assessment of the theory development within international market entry mode, Cumberland (2006) outlines the importance of devoting more attention to the research linking the theoretical level and the operational level. Other researchers have shown the performance of a firm is highly affected by its internationalisation process and selecting the right entry mode is one of the most critical managerial decisions. Despite many years of interest from researchers, the entry choice strategy area is still considered a frontier issue. Researchers have suggested that managing risk is one of the major strategic objectives for managers of multinational firms. Furthermore, risk is regarded as a key determinant in relation to entry mode choice. Research has found that the various risk variables should be regarded as an integrated measure in relation to entry mode choice and not single measures. By looking at a single risk variable, the firm might analyse the situation incorrectly, which may lead to an incorrect entry mode. This study investigates the relationship between entry mode choice, perceived risk and risk tolerance for Danish firms entering Central and Eastern Europe by using a probabilistic model. The results indicate risk should be regarded as an integrated measure in relation to entry mode. Despite not all risk variables showing significant correlation with entry mode, some relations were found. The preferred model for predicting entry mode included years of CEE experience, number of competitors, cultural difference, consumer taste and future market potential. In addition, the analysis showed that Danish firms generally are relatively risk averse. Regardless of entry mode, the analysis showed that Danish firms regard CEE as politically stable and do not see a potential risk in government involvement in their activities. Furthermore, Danish firms experience relatively high and increasing competition in CEE, however, they indicate the same methods are available for marketing in CEE as in Denmark.