AN EVALUATION OF IMPACT OF ADVERTISING INTENSITY ON ENTRY MODE CHOICE

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