Explication of Market Entry (West Asian Markets) Mode Strategies via Resource-Based and Institutional Influences (Case Study: Iranian Body Building Equipment Industry)

The present study was conducted aiming at the explication of market entry (West Asian Markets) mode strategies via resource-based and institutional influences on the Iranian body building equipment industry. Current research is applied in terms of method and has been done by means of survey. The statistic population includes all senior managers and employees of Iranian producing factories and export-import companies of body building equipment in 2017 (192 cases). The PPS method was used for sampling. The research instrument includes the questionnaire of examining market entry mode strategies via resource-based and institutional influences of Zovo Kavogil (1996) and the questionnaire of company performance of Okas et al. (2012). Structural equation modeling technique was used to analyze the data using the software PLS and SPSS. Based on the results of data analysis, resource-based characteristics and environment-based features have a significant effect on the selection of market entry strategies. In addition, the strategies selected to penetrate the target market have a significant and positive effect on the company's performance. As a result, there are two equal and unequal modes of entry into the new market; companies seeking to enter the unequal state of the target market should have a dual view on their strategies: 1. Short-range vision (using strategies related to environmental resources Infiltration into the target market. 2. Long-term vision (considering organizational influences on the type of market entry choice).