The rise of the battery powered electric vehicle A thesis on Market Relatedness as an antecedent of Market Entry
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2024-08-26
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en
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The study conducted for this thesis focuses on market entry. An interesting concept that has been plagued by a high failure rate, high costs and uncertainty for the firms involved. An all-encompassing theory was lacking and research on the drivers of market entry has been called for. Relatedness has been researched in the context of market entry prior to this study, but the use of market relatedness is quite novel in the context of market entry. This study looked at the main effect of market relatedness on market entry and whether this relationship was moderated by a firm’s capability (referring to the operational efficiency of a firm). Market entry was measured as a binary non-metric variable (a score of 1 represents entry). This makes a logistic regression the appropriate analysis method. The results of the conducted logistic regression indicate that indeed market relatedness has a positive effect on market entry in line with the first hypothesis. Unfortunately, the interaction effect proved to be nonsignificant. Which resulted in the rejection of the second hypothesis.
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Faculteit der Managementwetenschappen