Abstract
Utilizing a multi-dimensional measure of perceived environmental uncertainty (PEU), we investigate both similarities and differences between services and manufacturing with respect to the impact of PEU (risk) on their international entry mode strategies. We hypothesize that due to unique product characteristics and modes of delivery, (1) for certain types of PEU (government/political, product market), services and manufacturing will respond similarly, while (2) services will respond quite differently from manufacturing to other particular types of perceived risk. The hypotheses were generally supported, showing that the use of a multi-dimensional measure of PEU is important in gaining a better understanding of strategic behavior in different industries.
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