Dissertations, Theses and Capstone Projects

Date of Award

Spring 2012

Degree Type


Degree Name

Doctor of Business Administration (DBA)



First Advisor

Dr. Scott M. Widmier

Second Advisor

Dr. Thomas L. Baker

Third Advisor

Dr. Brian Rutherford


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.

Included in

Marketing Commons