Abstract
This commentary's title is not meant to be a rhetorical question. In congratulating Brouthers (2002) for the JIBS Decade Award, we have an opportunity to assess where we are within this field of inquiry, and what is our trajectory. I believe that we have accomplished a lot in this area of study. Nevertheless, I am concerned about its current trajectory, so much so that I think we should seriously question whether we need more entry mode studies – especially if we are going to get more of the same.
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