Abstract 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 owned subsidiaries. Nonmanufacturing firms benefit more from advertising compared to manufacturing firms. Multinationals in manufacturing industries investing in Middle/Northeast China perform better, while nonmanufacturing multinationals perform better in Eastern China.

中文翻译：

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外国公司在华业绩的重要决定因素：大数据分析

摘要国外市场进入对市场发展至关重要。我们检查入场时间/方式，投资，广告，位置和互动效果。早期进入者享有较高的市场份额。进入的类型和初始投资也会影响绩效。尽管广告对市场份额的影响是巨大的，但不管是早/晚进入，其影响都基于进入模式，投资和行业而有所不同。广告对自有子公司的影响更大。与制造业公司相比，非制造业公司从广告中受益更多。制造业在华中东北地区投资的跨国公司表现更好，而非制造业跨国公司在华东地区表现更好。