This paper expands the entry mode literature by referring to multiple modes exerted simultaneously in different value chain activities within and across host markets, rather than to a single entry mode at the host market level. We apply competing theoretical perspectives internalization theory...

This paper draws on ideas in economics and game theory to develop a new theory of marketing in the emerging network economy. The paper argues that in a network economy, firms and consumers will confront “coordination problems”. With the emerging network economy all this becomes urgent...