| Summary: | The main objective of this dissertation is to examine the factors that influence the choice of entry mode for multinational corporations in an emerging market. Therefore, for this study 7-Eleven has been selected as our company case study. Also, Thailand has been chosen as a case study of an emerging market in this research. Theoretically, the author has applied the eclectic paradigm by John Dunning to identify the factors that influence 7-Eleven’s entry mode in Thailand. Therefore, the conceptual framework of this research benefits from the advantages of the eclectic paradigm. These advantages are the location advantages, which are comprised of four factors; namely, market potential, investment risks, competitions and cultural distance. These four factors were found to influence the entry mode choice of the 7-Eleven on its emergence in Thailand.
Chapter 1 provides the background and outline of this research. Chapter 2 reviews the internationalisation and entry mode literature, specifically concerning the eclectic paradigm theory. Following this, Chapter 3 gives the outline of the research approach and provides information about the methodologies used in this research. Chapter 4 presents an empirical study of this research paper. Next, the analysis and findings on the external factors of the case study are presented in Chapter 5.
The findings indicate that market potential, investment risks, competitions and cultural distance are the key factors influencing the decision of the 7-Eleven regarding its entry mode in Thailand, which is by licensing agreement. Furthermore, the results also showed that a licensing model is an appropriate mode for the 7-Eleven in conducting business in Thailand. Lastly, Chapter 5 contains a summary of this research and the key findings, along with recommendations for future studies.
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