Entry Modes-Defensive Marketing Strategies Matching Model Evidence from the Egyptian Banking Sector

摘要

This study aims at matching between two streams of literatures was thought there is no relationship between. Throughout four assessment criteria, entry modes and defensive marketing strategies were analyzed and consequently matched. Of these: (1) the opportunities or threats created by each entry mode and defensive marketing strategy, (2) the continuity probability of these opportunities or threats, (3) resources required for each entry mode and defensive strategy to be deployed, and (4) the time required to use each entry mode and defensive strategy. The construction of this matching model was conducted in two sequential stages; design and usage. The former includes three steps; (a) the literature of both streams were analyzed and checked with these four assessment criteria, (b) local banks executives were asked to arrange the perceived threats pledged by each entry mode, and (c) on the light of the previous two stages, the matching between entry modes and defensive strategies was conducted. The latter includes three steps; (a) local banks executives were asked to determine their competitors (entry modes), (b) also they were asked about the kind of defensive strategies that currently being used, and (c) in the final step and throughout Chi-Square Goodness of Fit Test, the performance has been evaluated to figure out whether or not the appropriate defensive strategy is being deployed with the right entry mode. The extracted results based on the experiences of 591 bankers (sample size) revealed that, the Egyptian banking sector is not using the appropriate defensive marketing strategies with the appropriate entry modes.