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- Hadjikhani, Amjad, et al.
(författare)
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Corporate social responsibility as a marketing strategy in foreign markets : The case of Korean MNCs in the Chinese electronics market
- 2016
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Ingår i: International Marketing Review. - 0265-1335 .- 1758-6763. ; 33:4, s. 530-554
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The authors are witnessing the increasing extent of corporate social responsibility (CSR) performance as strategic behaviour specifically in emerging markets. The purpose of this paper is to investigate how multinational companies (MNCs) manage CSR activities in emerging markets to aid their core business activities. In line with this question, the paper aims to develop a theoretical view for deeper understanding of the strategy in CSR practices aiding internationalization. The view is based on a business network perspective highlighting the four concepts of learning, commitment, legitimacy and trust. Design/methodology/approach - The methodology employed is qualitative, based on interviews with involved parties. The case study is about the experiences of a Korean MNC's CSR strategy when entering into the Chinese electronics industry. Findings - The case illustrates how the Korean MNC committed resources to gain trust and legitimacy that improved their market position. It further manifests that the firm's CSR strategy was proactive because of the large commitment in several long-and short-term projects towards the society. Investment in social issues like education, environmental problems and communities aided the firm's entry. Research limitations/implications - The study has a qualitative and in-depth nature. Future research is needed in order to generalize the proposed theoretical frame. Practical implications - The study manifests how a MNC employs CSR strategy for internationalization in a foreign market. It shows how managers can undertake different practical CSR measures to enter and expand in foreign markets. Social implications - While internationalization of firms is mainly based on their business commitment towards counterparts or business firms, the study shows how CSR strategy and activities towards the society support their businesses. Originality/value - While internationalization of firms is mainly based on their business commitment towards counterparts or business firms, the study shows how CSR strategy and activities towards the society support their businesses. The study investigates CSR strategy and enlightens activities like education and environmental problems. The study further develops the business network view and includes social aspects. The theoretical view holding the four relationship elements of trust, knowledge, legitimacy and commitment permits deeper understanding of the MNC's proactive CSR behaviour in new markets.
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- Kumar, Nishant, et al.
(författare)
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The role of organisational culture in the internationalisation of new ventures
- 2018
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Ingår i: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 35:5, s. 806-832
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of this paper is to explore how organisational culture affects the internationalisation proclivity of international new ventures (INVs).Design/methodology/approach - In this paper, a resource advantage (R-A) framework is adopted to examine how organisational culture can be a resource for INVs to leverage efficiently and/or effectively in order to make up for their challenges in internationalisation and create value for their international customers. In doing so, this study makes use of examples of five INVs from India, which have successfully achieved international business prowess and superior performance immediately after their foundation.Findings - The findings reveal that an organisational culture including continuous learning, creativity and innovation, collaboration and sharing, and customer-centricity as traits have a positive influence on INV internationalisation proclivity. Most importantly, fostering a culture of collaboration and sharing can help INVs address resource limitations and augment opportunity discovery in the international market. Furthermore, INVs can benefit more from the learning advantages of newness by nurturing continuous learning as part of their culture.Research limitations/implications - A key limitation of this study is that all the firms selected here are from a single country, India, and it may have effects on the way firms leverage these cultural traits.Practical implications - Founders of INVs should develop organisational arrangements that encourage openness, creativity, and allows employees to contribute freely and fearlessly through new ideas, process innovations, and so on, and firms should recognise such contributions regularly. INVs can adopt policies and develop mechanisms that encourage employees to share knowledge and resources freely with others in the organisation.Social implications - Growth of INVs is closely linked to job creation and economic progress. Policy makers in emerging economies can benefit from this study by developing infrastructure and creating social conditions that support the survival and growth of INVs. Adopting the findings of this study could possibly help INVs succeed in international markets and avoid failures, and thus save societal resources.Originality/value - The paper highlights the critical role of organisational culture in INVs' internationalisation thrust. The paper develops testable propositions that delineate both the main effects as well as the other effects of organisational culture on INV internationalisation.
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- Laurell, Hélène, 1970-
(författare)
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An international new venture’s commercialization of a medical technology innovation : The role of institutional healthcare settings
- 2018
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Ingår i: International Marketing Review. - Bingley : Emerald Group Publishing Limited. - 0265-1335 .- 1758-6763. ; 35:1, s. 136-163
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: The purpose of this paper is to explore how different country-specific institutional healthcare settings affect an international new venture’s (INV’s) selling strategies and internationalization process when commercializing a medical technology innovation.Design/methodology/approach: The study is based on a longitudinal in-depth case study approach with a comparative healthcare analysis in Sweden, UK, Germany and the USA.Findings: An institutional framework helps elucidate the regulative, normative and cultural-cognitive dimensions in different healthcare settings. National markets differ when operating in a healthcare setting and thus affect both sales patterns and the internationalization process. In this study, three different sales patterns emerged from the countries’ and even regions’ distinctive institutional differences. Although the actual internationalization process starts from the INV’s inception, the subsequent internationalization process was both slow and focused due to institutional diversity and complexity.Practical implications: Every nation has its own unique healthcare structure, indicating the importance of choosing markets that facilitate a swift uptake of a specific medical technology innovation. Commercializing a medical technology innovation in different country-specific healthcare settings is a lengthy, complex and costly process, especially if new behaviors and routines need to be created.Originality/value: The paper contributes to the international entrepreneurship-marketing interface by developing an analytical framework for understanding country differences in relation to regulative, normative and culture-cognitive dimensions and by advancing six propositions related to the role of institutional healthcare settings and their impact on INVs’ sales patterns and internationalization processes. © 2018, Emerald Publishing Limited.
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| 5. |
- Liu, Yipeng, et al.
(författare)
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Brand management in mergers and acquisitions : Emerging market multinationals venturing into advanced economies
- 2018
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Ingår i: International Marketing Review. - : Emerald Group Publishing Limited. - 0265-1335 .- 1758-6763. ; 35:5, s. 710-732
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – The purpose of this paper is to focus on emerging market companies that internationalize into advanced economies by means of acquisitions and to investigate brand management during post-acquisition integration from a multi-level perspective and to identify how a brand management strategy can be constructed. It takes into account the influences of country-of-origin image, corporate brand and brand portfolio to obtain a granular view of post-acquisition brand management.Design/methodology/approach – A multiple case study approach was adopted. By using case studies and storytelling qualitative research methods, the empirical setting was related to the acquisitions undertaken by Chinese companies in Germany.Findings – The authors identified three mechanisms for brand management in the post-acquisition integration of emerging market companies – namely, transferring, dynamically redeploying and categorizing – that underpin the interconnection and combined influence of country-of-origin image at the national level, corporate brand at the organizational level and brand portfolio at the product level.Practical implications – Brand has been viewed as a strategic asset in Chinese cross-border mergers and acquisitions (M&As). Brand management is a dynamic process that involves learning and interaction between the acquirer and target. The research offers a practical guideline for both acquirers and targets in managing brand in the context of acquisitions undertaken by emerging market companies in advanced economies.Originality/value – The findings provide important insights into the brand management strategies adopted in Chinese cross-border M&As in particular, and emerging market companies venturing into advanced economies in general. The interlinking of country, company and product levels introduces new ideas to the brand literature related to acquisitions, and the setting of Chinese companies acquiring German ones constitutes an important contribution to the understanding of the different ways in which companies from emerging economies may pursue branding strategies in the context of cross-border M&As.
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| 6. |
- Ryan, Paul, et al.
(författare)
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Local horizontal network membership for accelerated global market reach
- 2019
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Ingår i: International Marketing Review. - Bingley : Emerald Group Publishing Limited. - 0265-1335 .- 1758-6763. ; 36:1, s. 6-30
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – The purpose of this paper is to explain how some born global firms can leverage the rich social capital in their local (home country) horizontal network for accelerated international market entry and growth. Horizontal networks warrant separate attention from their vertical counterparts, which, along with those focussed on external international contexts, dominate most network studies in the realm of born global research.Design/methodology/approach – The study utilises a multi-level qualitative approach in the study of a multi-firm population of animators in Ireland that, due to the small domestic market for their product, needed to pursue global customers from inception. The case study domain was purposely selected as a critical exemplar of a local horizontal network operating in a highly globalised industry. The authors collected data through in-depth interviews with 16 company founders. This primary interview data were complemented by interviews with staff at the apposite industry association and triangulated with secondary data on the local and global industry conditions, members’ international successes and awards.Findings – The results demonstrate how active membership of a local horizontal network can be leveraged for the acquisition of international market knowledge and customers for born global ventures. This arises from the sharing of collective market knowledge and communal global customer information within the network to mutual benefit.Originality/value – Although limited by the specific conditions in this highly globalised, non-competitiveindustry context, this study is unique in that it finds that cooperative interpersonal and inter-firm relationships embedded in a local horizontal social network, and mediated in part by an institutional support actor, emerge as important levers for a born global’s accelerated acquisition of foreign market knowledge and of global customers. © 2018, Emerald Publishing Limited.
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