Important Determinants of Foreign Company Performance in China: Big Data Analysis

Chuang Wang, Evangelos Giouvris

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Foreign market entry is important in market development. We examine entry timing/mode, investment, advertising, location and interactive effects. Early entrants enjoy a high market share. The type of entry and initial investment also affect performance. Even though the effect of advertising on market share is significant, regardless of early/late entry, the effect is different, based on entry mode, investment and industry. The effect of advertising is larger on wholly owned subsidiaries. Non manufacturing firms benefit more from advertising compared to manufacturing firms. Multinationals in manufacturing industries investing in Middle/Northeast China perform better, while non-manufacturing multinationals perform better in Eastern China.
Original languageEnglish
Pages (from-to)56-82
Number of pages17
Issue number1
Early online date30 Apr 2019
Publication statusE-pub ahead of print - 30 Apr 2019


  • : performance, entry timing/mode, investment, advertising

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