Market Entry Strategies using Digital Platforms

The Business School, Edinburgh Napier University

Dr Mavis Gutu, Dr Jackie Cameron

Applications accepted all year round

Self-Funded PhD Students Only

About the Project

With the advancement in technology and increased digital platforms to conduct global business, firms are enriched with a range of choices when it comes to foreign market entry strategies. The frequent occurrence of geopolitical tensions requires firms to carefully examine foreign market entry strategies available for business sustainability. Foreign market entry strategies are no longer limited to the commonly used ones e.g. foreign direct investment (FDI), but have evolved due to the advent of digital technologies facilitating the use of Artificial Intelligence (AI), and predictive analytics for more informed efficient foreign entry market decisions.

However, firm resource commitment, capabilities and expertise are still required for successful digital foreign market entry. Foreign market entry barriers e.g. quotas, foreignness’ in a new market could be overcome by using digital entry modes. The use of a range of digital tools enable a wider reach provided there is wider access.

Are you keen to understand this important area and take it further to develop it for firms wishing to grow their business activities outside their domestic markets using digital technologies to enter foreign markets? We are interested to hear from you and would welcome you to our research community. This research is open to enthusiastic potential PhD students who are knowledgeable in foreign market entry strategies and digital marketing or equivalent areas of study and who are keen to investigate these two interesting areas of research.

The project aims to enhance the area of foreign market entry strategies using digital technologies and advance this in the form of a theory, developed for mapping determinants of foreign market entry modes, beneficial for practitioners and academia.

You will be required to investigate market entry strategies with a particular focus on how technology could be used to enter foreign markets. The research aims to investigate how firms can make prudent market entry choices using technology.

We welcome proposals that focus on market entry strategies and digital technologies including methodologies. This will assist us understand how you could develop and progress with the project. Associated areas of this research could be within foreign market entry strategies (direct and indirect market entry strategies), and determinants, digital and e-commerce.

You will be supervised by foreign market entry strategies expert Dr Mavis Gutu, and digital marketing expert Dr Jackie Cameron of the Business School, Edinburgh Napier University. Both supervisors have a wealth of private sector experience as well as academia.

The successful candidate should meet the educational and personal attributes criteria below.

Academic Qualifications:

A first degree (at least a 2.1) ideally in international business/digital marketing/marketing as a guide, with a good fundamental knowledge of foreign market entry strategies/global environments and digital marketing and associated tools.

English Language Requirement:

IELTS score must be at least 6.5 (with no less than 6.0 in each of the four components), other equivalent qualifications will be accepted.

Essential Attributes:

• Experience of fundamental global/international environments, market entry strategies and digital technology
• Competent in analysing and evaluating secondary data.
• Knowledge of market entry strategies using digital technology.
• Good written and oral communication skills
• Strong motivation, with evidence of independent research skills relevant to the project
• Good time management

Desirable Attributes:

A Masters or Postgraduate qualification in international business, digital marketing, marketing, or business equivalent. The previous PG qualification should have been obtained using extensive research skills.

Funding Notes

The PhD is self-funded