Geographic market entry is an important method for securities firms to contact customers. It requires securities firms launch operations in unfamiliar locations. This study investigates how geographic market entry varies with size and environmental munificence. It synthesizes multiple theories and hypothesizes that firms of moderate size have more geographic market entry. In addition, the lead in geographic market entry of firms of moderate size over their larger and smaller counterparts increases in more munificent environments. Empirical examination of the geographic market entry behaviors of Taiwan savings securities firms supports the hypotheses.
