Title: Push and Pull factors affecting firms' internationalisation choices: evidence from rural enterprises in West Africa
Authors: Grace Uchechi Obi, Dr. Gilbert O. Nworie
Volume: 10
Issue: 7
Pages: 483-490
Publication Date: 2026/07/28
Abstract:
This study examined the push and pull factors affecting firms' internationalisation choices among rural enterprises in West Africa, with the main objective of examining how these factors influence internationalisation decisions, while specifically comparing how push and pull factors shape internationalisation strategies across different West African countries. The study adopted a qualitative research design, and the target population consisted of rural entrepreneurs from four Commonwealth countries in West Africa, with a sample of 40 participants selected through snowball sampling. Primary data were collected through semi structured interviews and analysed using thematic analysis. The findings revealed that push factors impaired internationalisation decisions through limited domestic markets, poor infrastructure, and unstable government policies, while pull factors encouraged internationalisation through larger markets, better profits, regional trade opportunities, and stronger business networks, with variations across countries resulting from differences in infrastructure, government support, domestic market conditions, export opportunities, networking strength, and geographical advantages. The study concluded that the internationalisation choices of rural enterprises are shaped by the interaction between domestic challenges and external opportunities, with country specific conditions influencing the strategies adopted by firms. The study recommended that governments in West African countries should improve rural infrastructure, expand domestic market access, and maintain stable business and trade policies to reduce the constraints that discourage rural enterprises from pursuing international markets.