The Market Entry Decision and Success

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Focusing on the complexities of market entry decisions, this thesis examines UK firms entering East Asian economies—specifically South Korea, Japan, and Taiwan. It critiques existing literature for its oversights regarding time and country-specific factors, proposing a more nuanced understanding of success, which is defined as multi-dimensional and influenced by entry decisions. The study emphasizes the importance of aligning market entry modes with the unique conditions of each economy, offering insights into how these strategies may evolve over time.