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David Holliman

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Research student

David Holliman is affiliated with The Open University's Centre for Strategy and Marketing.

You can email David Holliman directly; but for media enquiries please contact a member of The Open University's Media Relations team.

Current research

What role does culture play in the Market entry decisions of the senior management team of British owned firms?

Improvements in technology and communications have facilitated the growth of international business. This growth necessitates entry into foreign markets and although there is a great deal of research in the fields of both culture, and market entry strategy, very few papers have combined the two. This paper considers the impact of cultural and psychic distance on the selection of market entry strategy, and examines if organisations that consider the aforementioned factors stand a greater chance of success than those who do not? The selection of an appropriate market entry strategy will contribute to an organisations success and market penetration. This is achieved by considering the importance of global and local business knowledge to organisational success. By drawing on established literature and case study research this paper identifies that there is much debate regarding the impact of culture on market entry strategy among academics. In contrast, business practitioners are unanimous in support of the adaptation of entry strategy to incorporate cultural variations. The outcome of this research makes a contribution to the fields of culture and management, by emphasising the need to understand the impact of cultural variations on the selection of successful market entry strategies.

Supervisors

Publications

Conference Paper
Holliman, D, Mallory, GR, Viney, HP  (2008)  'What role does managerial perceptions of cultural difference play in the selection of foreign markets and appropriate entry strategy?', British Academy of Management Annual Conference, Harrogate, September.
Holliman, D, Mallory, GR, Viney, HP  (2007)  'Does cultural and psychic distance impact on the market entry strategies used in the globalisation of US firms?', Academy of International Business, Indianapolis, USA.