Influence of entry modes on communication strategies of international new ventures in foreign markets : a preliminary study

Abstract

International new ventures (INVs) – those that from the inception seek to use their ressources and to sell their output in international markets – have been the subject of much research for more than a decade. However, research on INVs has so far ignored the importance of communication strategies directed toward foreign stakeholders during the internationalization of these young firms. In addition, INVs may utilize different and at times progressively more complex entry modes into foreign markets (for example, exporting, licensing, direct investment). An important concern is then the necessity to develop and implement appropriate communication strategies towards foreign stakeholders as the firm evolves in terms of its international activities. This study examines communication strategies of INVs in foreign markets when pursuing different entry modes. A communications model is used to develop propositions and these are explored based on interviews with 22 executives in high-tech companies. Insights for managerial practice and for future research are provided. Results suggest that INVs do communicate with different publics as they internationalize; however, they are not taking full advantage of a carefully planned communications strategy or of all the communications tools available.