Gollnhofer, Johanna Franziska; Turkina, Ekaterina - In: Cross Cultural Management 22 (2015) 1, pp. 21-41
Purpose – The purpose of this paper is to take a strategic perspective on how MNEs in the retail sector decide to enter a new market. Drawing on transaction cost theory, the contingency approach and resource-based theory, the implications of the interplay between global strategy, cultural...