Abstract
Internationalization is an essential component of corporate strategy. The present study, which focuses on the renewable energy sector, is an empirical investigation into the prognostic strength of the Gestalt Approach of International Business Strategies (GAINS approach) for the identification of potentially successful strategies for internationalization, focusing on the mode of market entry. The results show that (1) the GAINS approach has a high prognostic potential for successful internationalization strategies, since (a) FIT configurations represent Gestalts, i.e. they show significantly higher success of internationalization than other configurations, (b) consistent configurations show significantly higher success than congruent configurations and (c) MISFIT configurations prove to be the least successful configuration. (2) Although FIT configurations promise the highest success of internationalization, the results indicate that many companies do not enter into fit configurations. Yet, it was proven, that (3) CONSISTENT configurations are preferred compared to CONGRUENT configurations and (4) MISFIT configurations are significantly being avoided.
Highlights
Internationalization is a significant component of corporate strategy for many companies
(2) FIT configurations promise the highest success of internationalization, the results indicate that many companies do not enter into fit configurations
Significant differences could be verified for FIT configurations compared to all other configurations as well as for FIT configurations compared to congruent configurations
Summary
Internationalization is a significant component of corporate strategy for many companies. With regard to multiple forms of market entry and cultivation for the foreign market (Meckl, 2010) companies must try to identify the most potentially successful strategy for every foreign market. On the basis of empirical investigations, different marketing techniques can be evaluated to derive successful strategies. The heterogeneity of the research results for international management to date, point to the conclusion that concrete strategies can best be derived from specific industrial sector investigations (Jakopin, 2006,; Morschett, Swoboda, & Schramm-Klein, 2008 & 2010). For the purpose of validation and operationalization of the GAINS approach, there is a need for empirically-based studies, focusing on specialised industrial sectors
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