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¨ The aim of the research* is clearly indicated in the first paragraph of the report. It is said that ‘based on a case study of Coca-Cola in China, this study tests the applicability of the internalization theory to explain the entry mode choice of MNCs in developing countries’ (Mok, Dai & Yeung, 2002, p.39). And the hypothesis is appropriate. The reasons why Coca-Cola in China has been chosen as a case study are given in the following two paragraphs. ¨ The research adopts the philosophy of positivism. Independent of what is being observed, the researchers apply internalisation theory to examine the change in Coca-Cola’s mode of market entry and coolly make interpretations about the empirical data like an objective analyst. ¨ The research employs deductive approach, which is appropriate to the objectives of the research. Deductive approach involves the development of a theory that is subjected to a rigorous test (Saunders, Lewis & Thornhill, 2003, p.86). It is indicated in the report that although there are two previous studies on the operation of Coca-Cola in China, no specific literature provides the theoretical foundation for its entry mode choice (Mok, Dai & Yeung, 2002, p.40). The researchers want to fill the gap testing the applicability of internalisation theory in explaining the entry mode choice of Coca-Cola in China.
Approximate Word count = 856
Approximate Pages = 3.4
(250 words per page double spaced)
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