Re-entry in foreign markets: a multi-level analysis of antecedents, mechanisms, and performance : three essays
BP2-STS
- Fribourg [Switzerland], 2026
1 ressource en ligne (xi, 176 pages) ; 1 fichier pdf
PhD: Université de Fribourg (Suisse), 08.06.2026
Théorie des ressources (gestion d'entreprise)
Entreprises
Marchés d'exportation
Commerce international
Planification stratégique
Restauration rapide
Biais cognitifs
Automobiles - Industrie et commerce
Entreprises multinationales
Psychologie économique
English
While international business research extensively covers initial market entries and exits, foreign market re-entry—firms returning to a host country after a previous exit—remains fragmented and theoretically under-integrated. This dissertation addresses this gap by investigating the drivers, mechanisms, and consequences of re-entry through three complementary studies.
Methodology
Study 1: Analyzes a longitudinal dataset of 140 re-entry cases from 25,000+ newspaper articles to develop a change-based taxonomy of drivers.
Study 2: Applies behavioral theory to six qualitative cases of global fast-food chains to uncover learning mechanisms and cognitive biases.
Study 3: Uses the Resource-Based View (RBV) to examine 26 automotive industry cases, linking re-entry strategies with long-term performance.
Key Findings
Re-entry is a path-dependent process shaped by organizational memory and institutional shifts, rather than a simple "second first entry."
Drivers: Triggered by five change categories: strategy, finances, market attractiveness, regulation, and business models.
Behavioral Constraints: Past experience is "potential energy" requiring active updates; unaddressed overconfidence can cause repeated failures.
Outcomes: Success relies on learning quality and resource reconfiguration. The thesis proposes a fourfold typology of re-entry trajectories, from learning-driven improvers to quasi-novo entrants.
Contributions
This research integrates behavioral theory and the RBV into a cohesive international business framework. It provides managers with a strategic model to evaluate timing, partner selection, and resource commitment when re-entering markets.
Methodology
Study 1: Analyzes a longitudinal dataset of 140 re-entry cases from 25,000+ newspaper articles to develop a change-based taxonomy of drivers.
Study 2: Applies behavioral theory to six qualitative cases of global fast-food chains to uncover learning mechanisms and cognitive biases.
Study 3: Uses the Resource-Based View (RBV) to examine 26 automotive industry cases, linking re-entry strategies with long-term performance.
Key Findings
Re-entry is a path-dependent process shaped by organizational memory and institutional shifts, rather than a simple "second first entry."
Drivers: Triggered by five change categories: strategy, finances, market attractiveness, regulation, and business models.
Behavioral Constraints: Past experience is "potential energy" requiring active updates; unaddressed overconfidence can cause repeated failures.
Outcomes: Success relies on learning quality and resource reconfiguration. The thesis proposes a fourfold typology of re-entry trajectories, from learning-driven improvers to quasi-novo entrants.
Contributions
This research integrates behavioral theory and the RBV into a cohesive international business framework. It provides managers with a strategic model to evaluate timing, partner selection, and resource commitment when re-entering markets.
- Faculty
- Faculté des sciences économiques et sociales et du management
- Language
-
- English
- Classification
- Economics
- Notes
-
- Bibliographie
- License
-
CC BY
- Open access status
- diamond
- Identifiers
-
- SWISSCOVERY 991173077928805501
- DOI 10.51363/unifr.eth.2026.036
- URN urn:nbn:ch:rero-002-124135
- Persistent URL
- https://folia.unifr.ch/unifr/documents/336380
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