A multidimensional concept of uncertainty and its influence on the entry mode choice: An empirical analysis in the service sector

To date there is limited empirical evidence as to how the nature of uncertainty determines the mode of entry into international markets. The aim of this work is to further analyse this relationship by presenting a multidimensional concept of uncertainty within the context of the service sector. Given the complexity and heterogeneity of this sector, we propose that uncertainty influences the choice of entry mode, but that the choice patterns may be different according to the type of service.From a sample of 328 decisions of entry into international markets, this study identifies differences in entry mode choice patterns between capital intensive service firms and knowledge intensive service firms.