Determinants of entry mode and its impact on export performance : an empirical evidence from Tunisian exporters

الملخص EN

Research in international marketing literature has largely been interested in the choice of the entry mode into foreign markets.

however, such critical decisions still need more investigation.

referring to transaction cost theory, this study tests the impact of variables related to product and external uncertainties on the entry mode decision and then the impact of this latter on the firm’s export performance.

for this reason, data were collected using a questionnaire administered to 240 Tunisian exporting firms.

results showed that adaptation after sales services, product characteristics, and barriers affect the choice of the entry mode.

they also show that this has an impact on export performance.