| dc.description.abstract | The environment in which the organizations operate is never static. Firms depend on the
environment for the required resource and a profitable market for their goods and services.
Existing evidence shows that there is no right international market entry mode that can be
seen as a suitable choice for a firm.. Minimal research work has been done on the effects of
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internal factors like size, product, international experience, profit objective and management
risk attitude on the choice of foreign market entry mode in international markets. Therefore,
this study sought to fill the existing research gap by evaluating internal factors influencing
choice of foreign market entry strategies used by multi-national cement manufacturing firms
in Kenya with a focus on Bamburi Cement Limited. The specific objectives of the study
included: To determine the effects of company size, management risk, profit motive and
international experience on the choice of foreign market entry strategies used by multinational
cement manufacturing firms in Kenya. Contingency and Transaction Cost theories
guided the study. It was a descriptive case study with a target population of 340 employees.
Stratified random sampling technique was used to select a sample size of 103 employees
being 30% of the target population. The study relied on primary data which was collected
through administering structured questionnaires comprising of closed and open-ended
questions; developed in line with research questions. Cronbach's Alpha was used to test
reliability with results at 0.88, 0.85, 0.75 and 0.82 for the four questionnaire items. Validity
was checked by exposing the instruments to experts in the area. Data was analyzed using
descriptive statistics. Mean and standard deviation were used. Results showed thatprofit
motive was highest determinant of choice of foreign market entry strategy with a mean score
of 3.9196(S.D.= 0.75). Type of product had mean score of 2.0896(S.D.= 0.92) implying it
was low in determining choice of market entry while management risk attitude was
considered moderate with mean score of 2.8109(S.D.=0.85). Similarly, company size
contributed at moderate level with a mean score of J.1558(S.D.= 0.78). The standard
deviations indicate the responses for each item were spread far from the mean. It is concluded
that company size had moderate effects in choosing international market entry strategy.
Effects of type of product was low, effects of management risk attitude moderate and effects
of profit motive high in choosing foreign 'market entry strategy. The study recommends
emphasis on all these factors by management of the company as they all have effects to some
level. The results are expected to help international cement firms improve on their choice of
strategies and form basis for further research | en_US |
