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- Schaumann, Janina M., et al.
(författare)
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Market shaping MNCs in emerging markets - stakeholder engagement and the role of embeddedness
- 2023
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Ingår i: Industrial Marketing Management. - 0019-8501. ; 114, s. 64-79
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Tidskriftsartikel (refereegranskat)abstract
- This study delves into the phenomenon of collective market shaping in the context of multinational corporations (MNCs) in emerging markets. The study examines the firm's engagement activities and the importance of embeddedness in market shaping undeveloped in the literature. Theoretically this study builds on the literature on collective market shaping, stakeholder engagement and stakeholder embeddedness. Based on a secondary data analysis of two in-depth case studies of MNCs in Brazil, India, and China, we have identified four roles of stakeholders reflecting their engagement and embeddedness: missionaries, catalysts, diffusers, and grassroot movers. Our findings show a recursive process involving stakeholders' structural embeddedness, relational embeddedness and their roles in market shaping. By impacting these dynamics via engagement activities, the MNC can deepen the firm's own embeddedness in the local market and facilitate market shaping. We conclude with introducing ‘embedded market shaping’ as a mode of collective market shaping. It describes the gradual embedding of the firm into a local market through a recursive process, which involves stakeholders who are aware of the MNC's market shaping vision and interested in its pursuit, as well as unaware stakeholders who unintentionally support the MNC's vision.
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- Schaumann, Janina
(författare)
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Stakeholder-based Brand Equity (SBBE) : A qualitative study of its development through firm-stakeholder interactions in emerging markets
- 2021
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- This thesis challenges the prevailing firm-consumer/customer-centric and dyadic perspective that prevails within the brand equity literature, which is based on a linear, straightforward stimulus-response approach to the creation of brand value. Leaning on the literature on interorganisational relationships, stakeholder theory, market emergence/market driving, and firm internationalisation, which stresses the interdependency of diverse external stakeholders and the firm, this study develops a broader, multi-stakeholder perspective. For this purpose, the concept of stakeholder-based brand equity (SBBE) is introduced. This describes the value of the brand as evaluated by stakeholders, which is co-created through the interactions between the firm and its multiple stakeholders.This thesis encompasses a qualitative study of three Swedish companies within the emerging markets of Brazil, Russia, India and China and employs a narrative approach to investigate corporate relationships with social, political, and business stakeholders, and the influence of these multiple firm-stakeholder interactions on the brand. There is particular emphasis on stakeholder and corporate activities and their influence on the development of SBBE.The core finding of this study is a framework that conceptualises SBBE and outlines the dynamics of its development process and the influence of stakeholder and corporate collaboration on the brand’s context. Unlike existing brand equity frameworks, it outlines a dynamic and circular process and stresses the development of SBBE as collectively created through multiple firm-stakeholder collaborations and mutual value creation. Through this SBBE framework, this study contributes to theory and practice by 1) operationalising this novel concept through a typology of dimensions and sub-dimensions; 2) outlining specific corporate activities whereby managers can influence SBBE development; 3) showing how stakeholders can positively influence SBBE development through their collaborative response; and 4) providing new insights which might lead to long-term value creation through the changing of the brand’s context via stakeholder collaboration.
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