Abstract
Globalization has led companies to expand into foreign markets. These multinational enterprises (MNEs) consider diverse factors when entering a foreign country. One of the important decisions the MNEs make is the entry mode choice. Additionally, advertising intensity can be another important factor that may affect the entry mode choice. Therefore, it is important to make an analysis regarding the effect of advertising intensity on entry mode choice. Accordingly, the aim of this study is to make an evaluation regarding the impact of advertising intensity on entry mode choice. Six articles were chosen that are related to this topic to make a such investigation. The result of the evaluation showed that there are some inconsistent findings in the literature that are discussed in the paper. Apart from the inconsistencies, it can be stated that as the advertising intensity increases, the MNEs may choose wholly owned subsidiary to enter a foreign market.
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