Market Entry Mode “Economic” Approaches and “Process” Approaches: An Integrated Research Review

The market penetration problematic has been subject to consideration in the scientific literature, however, hitherto not on the basis of a coherent and applied theory. Based on selected fields of theory, e.g. ex ante it is presumed that such theories may contribute to the development within the market penetration problematic, and this forms the purpose of this scientific article, i.e. to critically evaluate and compare the basics of such theories, analytic argumentation and fields of application. A meta-theoretical argumentation will apply, as such contributions containing estimated of potential theoretical and methodological flaws – have been surprising limited in numbers. Selected perspectives are not only considered a product of the scientific context, i.e. perspective, within which they were developed, but additionally in relation to the perspective utility value as framework of analysis and terms in this context.