New ventures’market entry refers to the introduction of new economic activities by new ventures in the market, specifically the process of bringing new products or services to the market. This process not only reflects the strategic positioning of new ventures, but also determines its subsequent development direction. Although new ventures’market entry has attracted the attention of most scholars, the current domestic and international research on new ventures’market entry is still in the exploration stage. Research questions remain on influencing factors and the market entry process of new ventures. There is still a lack of mechanism research between the antecedent factors, processes and results. We summarize the current status of research about new ventures’market entry and prospect the future research direction. Existing research still has the following weaknesses. First, although existing research explains the concept of new ventures’market entry from the technical perspective, market perspective and comprehensive perspective, there is still no agreement. Second, existing research on the classification of market types is based on different perspectives, and it lacks systematization and hierarchy; research on the motivation of new ventures’market entry is still rare and lacking in depth; research on the entry time of new ventures’market entry still stays on the discussion of leading entry and following entry; research on the entry barrier of new ventures’market entry is still rare; the division of new ventures’market entry mode has not been unified. Third, existing research on the influencing factors of new ventures’market entry is not systematic and hierarchical. Fourth, regarding the outcome variables of new ventures’market entry, scholars have selected different outcome variables based on different perspectives, but, there is a certain overlap between these variables. Fifth, as to the moderating role of new ventures’market entry and outcome variables, existing research has selected different moderators from different research perspectives, but it lacks systematic research.In the future, we need to continue research in the following areas. First, future research should combine with the practice of entrepreneurial activities in Chinese context, clarify the concept, build a dimensional system, and develop a scale of new ventures’market entry to lay the foundation for quantitative research. Second, the process of market entry still needs to be further revealed in terms of the market type, entry motive, entry time, entry threshold, and entry mode. Third, the influencing factors of new ventures’market entry require further systematic research. In the future, it is necessary to construct a multilevel influencing factor system of new ventures’market entry in Chinese context. Fourth, we hope to pay attention to the survival performance, financial performance and growth performance of new ventures in terms of the relationship between new ventures’market entry and consequent results in the future.
An Analysis on the Antecedent Factors, Process and Results of New Ventures’Market Entry
Foreign Economics & Management Vol. 41, Issue 01, pp. 45 - 56 (2019) DOI:10.16538/j.cnki.fem.2019.01.004
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Cite this article
Yin Miaomiao, Wang Jing, Peng Jianjuan, et al. An Analysis on the Antecedent Factors, Process and Results of New Ventures’Market Entry[J]. Foreign Economics & Management, 2019, 41(1): 45-56.