A study on beverage MNCs’ entry mode decisions and determinant factors in internationalization in China: Case studies of Coca-Cola and Red bullTools Tonsuwan, Pantitra (2015) A study on beverage MNCs’ entry mode decisions and determinant factors in internationalization in China: Case studies of Coca-Cola and Red bull. [Dissertation (University of Nottingham only)]
AbstractThe economic reform and liberalized government regulations toward business operations in 1980s make China a new target of international investments by multinational corporations (MNCs). How to enter this growth market and what entry mode should be implemented remain inconclusive. This paper analyses how two beverage companies- Coca-Cola and Red Bull that are operating in China, evaluate the influences and implications of the factors on their entry mode decisions since they initially came to China. The empirical findings show that external factors like institutional issue held the most weight than internal factors on entry mode decision for both initial and final entry. Additionally, determinants of company strategy, local network establishing and the behavior of local partners were significantly discussed.
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