Date of Award
Spring 2012
Degree Type
Dissertation
Degree Name
Doctor of Business Administration (DBA)
Department
Marketing
First Advisor
Dr. Scott M. Widmier
Second Advisor
Dr. Thomas L. Baker
Third Advisor
Dr. Brian Rutherford
Abstract
This study extends international market selection (IMS) literature by using institutional theory to develop conceptual links between country level factors of market attractiveness and IMS. More specifically, this study examines the extent to which institutional theory and cross national differences can predict attractive markets for direct selling. The hypotheses were tested over a sample of 51 countries from developed, developing, and emerging economies that comprise 91 percent of the worldwide GDP. The use of a marketing channel, in this case direct selling, is unique to IMS empirical analysis as it represents multiple products and services from multiple industries. The analysis provided initial empirical support for the hypotheses. Managerial implications are discussed.