Institutional distance and location choice: an experimental approach to the perception puzzle

Abstract

Purpose

In this research, we designed and implemented a unique vignette experiment to study the effect of managers' perceptions of institutional distance on foreign location choice, as well as the moderating effect of managerial international experience and preferred entry mode on this relationship.

Design/methodology/approach

We employ an experimental vignette methodology (EVM) approach applied in the context of Chinese managers to test the causal relationships depicted in our hypotheses. In this way, we measure the decision-makers' perceptions ex ante, i.e. in conjunction with and prior to a decision about a foreign location choice.

Findings

Our findings show that managers' ex-ante perceptions of institutional distance negatively affect decisions on foreign location choice. Also, we find that managerial international experience and preference for high commitment entry modes mitigate the negative effect of managers' perceptions of institutional distance on foreign location choice.

Originality/value

This research study adds to our understanding of the effect of managers' perceptions of institutional distance and managerial contingencies on foreign location decisions. Further, it advances novel experimental design in international business research in general and on foreign location choice in particular.

Citation

Azar, G., Batsakis, G., Drogendijk, R., PakSeresht, A. and Geng, R. (2024), "Institutional distance and location choice: an experimental approach to the perception puzzle", International Marketing Review, Vol. 41 No. 3/4, pp. 717-744. https://doi.org/10.1108/IMR-12-2022-0282