Determinants Of Entry Mode And Its Impact On Export Performance: An Empirical Evidence From Tunisian Exporters

Résumé

Research in international marketing literature have largely been interested with the choice of the entry mode to foreign markets. However such critical decision still need more investigations. Referring to transaction cost theory, this study tests the impact of vaiables related to product and external uncertainties on entry mode decision and then, the impact of this latter on firm’s export performance. For this reason, data were collected using a questionnaire administrated to 240 Tunisian exporting firms. Results showed that adaptation after sales services, product characteristics and barriers affect the decision of the choice of the entry mode. They show also that this latter has an impact on export performance.