| 1. |
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| 2. |
- Andersson, Svante, 1962-, et al.
(author)
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How do mature born globals create customer value to achieve international growth?
- 2020
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In: International Marketing Review. - Bingley : Emerald Group Publishing Limited. - 0265-1335 .- 1758-6763. ; 37:2, s. 185-211
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Journal article (peer-reviewed)abstract
- Purpose – This study aims to investigate how mature born global firms create value for customers to achieve continued international growth.Design/methodology/approach – The study employs a case study approach to investigate the underresearched area of how mature born globals create value for customers and, by doing so, contribute to their continued international growth. This in-depth examination of how three born globals developed over time uses interviews, observation and secondary data.Findings – The findings indicate that the entrepreneurs of born global firms, that continued to grow, created a culture in the early stages that supported value creation for foreign customers. These firms have built a competitive position by developing international niche products. They have also implemented a combination of proactive and reactive market orientation to facilitate the creation and delivery of value to customers. To maintain growth, they further invest the revenues earned on additional international marketing activities and continuously enhance their focal products.Research limitations/implications – The study relies on three cases. We therefore recommend that future studies extend the scope of the research to several companies in various industries and countries, in which the theoretical arguments can be applied. In addition, further studies that test the propositions developed in this study, in different contexts, are highly recommended.Practical implications – To gain international growth, managers should create an organizational culture that facilitates satisfying international customer needs. Firms should continuously invest in sales and market development (e.g. social media marketing, personal selling) and undertake technology development of niche rather than new products. To achieve international growth, managers need to standardize part of the offer to achieve economies of scale and adapt the other part to international customers’ needs.Originality/value – Research on born globals has focused on the early stages of their internationalization processes, while largely neglecting the later stages (mature born globals) or the factors that lead to continued international growth. To address this gap, this study explores what happens when born globals ‘grow up’. This study contributes to the literature by capturing the factors and processes underlying how mature born globals create value for customers, for international growth. In particular, the study shows that the culture and strategies developed in the born globals’ early stages also lead to international growth in later stages. The mature born globals have also invested in niche products, brand building, and effective market channels and adopted a combination of proactive and reactive market orientations.
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| 3. |
- Bai, Wensong, et al.
(author)
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SMEs' regional diversification : dynamic patterns and home market institutional determinants
- 2023
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In: International Marketing Review. - : Emerald Publishing. - 0265-1335 .- 1758-6763.
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Journal article (peer-reviewed)abstract
- Purpose: The authors seek to advance the understanding of small- and medium-sized enterprise (SME) internationalization at the regional level and examine the role of home market institutions in this process. Design/methodology/approach: The authors analyze hypotheses with data from SMEs in five country markets and from the Global Entrepreneurship Monitor. A cluster analysis establishes the regional diversification patterns (based on regional diversification scope, speed and rhythm) and a multinomial regression tests the effect of home market institutions on their adoption. Findings: The results offer a refined picture of SME regional diversification by revealing three patterns: intra-regionally focused firms, late inter-region diversifiers and early inter-region diversifiers. They also suggest that the adoption of these patterns is determined by SMEs' home market institutions. Originality/value: The authors develop a nuanced understanding of SME internationalization by building upon and expanding the regionalization rationale in the internationalization patterns literature. Additionally, the authors address the acknowledged, yet rarely investigated, country-level determinants of internationalization patterns. © 2023, Emerald Publishing Limited.
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| 4. |
- Bai, Wensong, et al.
(author)
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SMEs' regional diversification : dynamic patterns and home market institutional determinants
- 2024
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In: International Marketing Review. - : Emerald Group Publishing Limited. - 0265-1335 .- 1758-6763. ; 41:2, s. 358-385
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Journal article (peer-reviewed)abstract
- Purpose: The authors seek to advance the understanding of small- and medium-sized enterprise (SME) internationalization at the regional level and examine the role of home market institutions in this process.Design/methodology/approach: The authors analyze hypotheses with data from SMEs in five country markets and from the Global Entrepreneurship Monitor. A cluster analysis establishes the regional diversification patterns (based on regional diversification scope, speed and rhythm) and a multinomial regression tests the effect of home market institutions on their adoption.Findings: The results offer a refined picture of SME regional diversification by revealing three patterns: intra-regionally focused firms, late inter-region diversifiers and early inter-region diversifiers. They also suggest that the adoption of these patterns is determined by SMEs' home market institutions.Originality/value: The authors develop a nuanced understanding of SME internationalization by building upon and expanding the regionalization rationale in the internationalization patterns literature. Additionally, the authors address the acknowledged, yet rarely investigated, country-level determinants of internationalization patterns.
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| 5. |
- Blomstermo, Anders, et al.
(author)
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Choice of Foreign Market Entry Mode in Service Firms
- 2006
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In: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 23:2-3, s. 211-229
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Journal article (peer-reviewed)abstract
- Purpose - The purpose of this study is to examine the relationship between foreign market entry modes and hard- and soft-service firms. The paper investigated which foreign market entry modes service firms opt for, and if this is influenced by systematic differences between types of service industries. A secondary purpose is to test the generalizability of the research findings from manufacturing sector to service sector firms. Design/methodology/approach - Our sample consisted of 140 Swedish service firms. These firms were investigated using a mailed questionnaire survey, and logistic regression analysis was used for testing the hypotheses. Findings - The statistical analysis shows that, in general, soft-service firms are much more likely than hard service firms to choose a high control entry mode over a low control entry mode. Furthermore, as cultural distance increases, the likelihood of this choice increases even more. Research limitations/implications - The implications are that while hard service suppliers can learn from the experience of manufacturing firms going abroad, soft services are unique. Given the importance for soft-service suppliers to interact with their foreign customers, they should opt for a high degree of control over their foreign market entry mode. In future research on foreign market entry mode selection in service finns more attention should be given to social processes that exercise control. Originality/value - The findings enhance knowledge on foreign market entry by service firms.
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| 6. |
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| 7. |
- Elg, Ulf, et al.
(author)
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A global marketing logic: local stakeholders’ influence in diverse emerging markets
- 2021
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In: International Marketing Review. - 0265-1335. ; 38:6, s. 1166-1188
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Journal article (peer-reviewed)abstract
- PurposeThe authors discuss a dominant logic as the main idea behind a global marketing logic (GML) of an MNE and investigate how local stakeholders’ influence the feasibility of applying the GML in emerging markets. The aim of the paper is to enhance the understanding of the factors that influence the local stakeholders' acceptance of the MNEs' GML and the different activities of MNEs that may increase the acceptance.Design/methodology/approachThe authors apply a qualitative case study method investigating three Swedish MNEs and their activities while implementing a GML in the big emerging markets. The authors study their relationships with business, political and social stakeholders.FindingsThe authors identify three persistent contents of the GML: (1) a consistent value chain role across markets, (2) standardized, premium products/services and promotion strategies, (3) a corporate brand-based identity. The development of trust, commitment, legitimacy and power within local stakeholders’ relationships influences the approval. The acceptance of the MNE's GML by local stakeholders strengthens its market position.Originality/valueThe authors extend the knowledge by investigating the nature of a GML and explain to what extent it may help MNEs to gain a competitive position. The authors also discuss how global and local activities may influence local stakeholders' acceptance. This study contributes towards a better understanding of how and to what extent a GML can be successful.
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| 8. |
- Elg, Ulf, et al.
(author)
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The Role of Networks and Matching in Market Entry to Emerging Retail Markets
- 2008
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In: International Marketing Review. - : Emerald. - 0265-1335. ; 25:6, s. 674-699
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Journal article (peer-reviewed)abstract
- Purpose - The purpose is to investigate how a retailer identifies critical network actors and gains their support when entering an emerging market. and to examine the role of a firm's relationships with different types of actors on the new market. Design/methodology/approach - The study is of an exploratory nature, and based on an inductive and qualitative research method. A case study of IKEA's entry into Russia and China was conducted. Findings - It is argued that IKEA's entry into China and Russia was successful because of its dynamic utilization of matching and networking capabilities. The study explains how the support of relationships with, for example, political actors, interest groups and media supported the entry and the development of a positive consumer image. Research limitations/implications - This is a qualitative, in depth study and future research is needed in order to test the generalizability of the proposed framework and models. Practical implications - The paper shows how retail managers can generate the support of different types of actors and relationships when entering new markets. Originality/value - Traditionally consumer product firms' entry to new markets is regarded as a function of dealing with environmental, cultural and legal differences, and adapting products and strategies accordingly. This paper extends understanding by showing that matching and networking capabilities to mobilize resources, actors and activities on global, macro and micro levels are also critical components. It also relates the firm's business relationships with relationships to socio-political actors on the new market.
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| 9. |
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| 10. |
- Gaston-Breton, Charlotte, et al.
(author)
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International market selection and segmentation : a two-stage model
- 2011
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In: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 28:3, s. 267-290
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Journal article (peer-reviewed)abstract
- Purpose - The purpose of this paper is to present a two-stage international market selection and segmentation model addressed to help decision makers such as foreign institutions and market-seeking multinational enterprises (MNEs) identify and select the most suitable European countries and groups of consumers. Design/methodology/approach - The first stage is conceived as a macro-segmentation screening process based on market attractiveness. The second is a micro-segmentation process addressed to identify which groups of people are most similar across Europe in terms of social and personal values. The authors' model is rooted in previous assumptions and findings from international market selection (IMS) and Inglehart's theory of material and post-material values. Findings - The model is applied to the current 27 European Union (EU) member states and is validated through the groups of countries empirically obtained. The model allows us to cluster the European countries by market attractiveness, group the European consumers by personal and social values and describe the value orientation of the resulting clusters. Research limitations/implications - The authors used cross-sectional data to validate their model. Among the implications, they encourage international marketing and business scholars to make use of Inglehart's framework. Practical implications - Institutional decision makers and market-seeking MNEs can follow or adapt the prescribed model in order to identify the most promising and similar European countries and groups of consumers. Public policy makers can gain an in-depth understanding of specific personal and social values allowing them to shape public policy agendas. Originality/value - This paper contributes to the existing literature on IMS and segmentation in three ways: it proposes an original and parsimonious two-stage IMS and segmentation integrative model for both country-level and consumer-related analyses (suitable to handle and reduce the European diversity that decision makers have to face when dealing with the general public or consumer products); it applies theoretically grounded general segmentation bases and an alternative established framework of consumer values (Inglehart's value system), and it adopts an updated and pan-European perspective over the enlarged EU.
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| 11. |
- Ghauri, Pervez N., et al.
(author)
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Market driving multinationals and their global sourcing network
- 2008
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In: International Marketing Review. - : Emerald. - 0265-1335. ; 25:5, s. 504-519
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Journal article (peer-reviewed)abstract
- Purpose - The purpose of this paper is to explore how a global supplier network can support and contribute to a market driving strategy. Theoretically, the paper contributes by integrating the market driving strategy and the network approach. IKEA is considered one of the leading market driving firms. The paper studies its activities in establishing supplier networks in Russia and Poland. Design/methodology/approach - This is an exploratory study of four suppliers of IKEA in Poland and Russia. Data are collected through 11 in-depth interviews with IKEA's corporate and middle level managers and with managers and technicians from its suppliers in Russia and Poland. Results are drawn through matrix coding techniques and pattern matching. Findings - Findings confirm IKEA's market driving strategy and how it has been able to restructure the market and successfully develop an efficient supplier network as a part of its market driving strategy. Originality/value - Market driving approach has been suggested as a more pro-active form of market orientation. It is characterised by an ability of the firm to shape the market conditions, to influence customers and offer completely new value propositions through its unique business process.
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| 12. |
- Hadjikhani, Amjad, et al.
(author)
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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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In: International Marketing Review. - 0265-1335 .- 1758-6763. ; 33:4, s. 530-554
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Journal article (peer-reviewed)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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| 13. |
- Hallén, Lars, et al.
(author)
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Integration of relationships and business network development in the Russian transition economy
- 2004
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In: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 21:2, s. 158-171
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Journal article (peer-reviewed)abstract
- The transistion to market economy in Russia in the 1980s and 1990s is analysed in terms of fragmented and and integrated relationships in business networks. A longitudinal case study of the relationships of a Russian company shows that integrated relationships are replacing fragmented ones, that is, relationships which only include either exchange connections or resource use dependence are phased out in favour of relationships which include both these dimensions. This development towards a network of integrated relationships is driven by the pressure of change generated by the incompleteness of fragmented relationships but slowed down by the complexity of multilateral use dependence.
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| 14. |
- Hallén, Lars, et al.
(author)
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Integration of Relationships and Business Network Development in the Russian Transition Economy
- 2004
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In: International Marketing Review. - 0265-1335 .- 1758-6763. ; 21:2, s. 158-171
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Journal article (pop. science, debate, etc.)abstract
- A feature of the Russian transition from planned to market economy is that fragmented rela-tionships, i.e., relationships that only include either connections on the exchange level or use-level dependence related to resources, are being replaced by integrated relationships incorpo-rating both dimensions. A longitudinal study covering the 1980s and 1990s indicates that this development is driven by the pressure of change generated by the incompleteness of frag-mented relationships but slowed down by inertia emanating from the complexity of multilat-eral dependence related to product use.
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| 15. |
- Havila, Virpi, et al.
(author)
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International business-relationship triads
- 2004
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In: International Marketing Review. - : EMERALD GROUP PUBLISHING LIMITED. - 0265-1335 .- 1758-6763. ; 21:2, s. 172-186
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Journal article (peer-reviewed)abstract
- This paper addresses the question of whether the dyadic approach to international business relationships should, in some situations, be extended to a triadic one. In studies of business relationships the common view is that the relationship consists of two parties, one selling party and one buying party. However, in some, especially international business relationships an intermediary exists that has contact with both the selling party and the buying party, at the same time as the selling party and the buying party also have direct contact with each other, i.e. these relationships are triadic by nature. The purpose here is to investigate whether a triadic approach should be used in these types of situations. The empirical analysis is based on a subset of the database established within the IMP2-project The analysis of the data material was done using LISREL. Trust and commitment, two central concepts in studies within the field of business-to-business research, are used to investigate whether business-relationship triads are different from business-relationship dyads. The results indicate that this is very much the case.
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| 16. |
- Hilmersson, Mikael, 1981, et al.
(author)
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Serendipitous opportunities, entry strategy and knowledge in firms' foreign market entry
- 2021
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In: International Marketing Review. - 0265-1335 .- 1758-6763. ; 38:3, s. 585-612
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Journal article (peer-reviewed)abstract
- © 2020, Emerald Publishing Limited. Purpose: Few researchers and even fewer practitioners would deny that serendipitous events play a central role in the growth process of firms. However, most international marketing models ignore the role of serendipity in the opportunity discovery process. The authors provide a nuanced view on international opportunities by developing the role of serendipitous opportunities in the foreign market entry process. The authors develop a model integrating the notions of serendipity, entrepreneurial logic, experiential knowledge and network knowledge redundancy. From the study’s model, the authors condense three sets of hypotheses on the relationships among experiential knowledge and entry strategy, network knowledge redundancy, entry strategy and serendipity. Design/methodology/approach: The authors confront the study’s hypotheses with data collected on-site at 168 Swedish firms covering 234 opportunities, and to test the hypotheses, the authors ran ordinary least squares (OLS) regression tests in three steps. Findings: The results of the study’s analysis reveal that experiential knowledge and network knowledge redundancy both lead to a logic based on rigid planning and systematic search, which in turn reduces the likelihood that serendipitous opportunities will be realized in the foreign market entry process. Originality/value: This is the first study that develops a measure of opportunities that are the outcome of serendipitous events. In addition, the authors integrate network and learning theories and internationalization theory by establishing antecedents to, and outcomes of, the entry strategy.
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| 17. |
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| 18. |
- Kumar, Nishant, et al.
(author)
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The role of organisational culture in the internationalisation of new ventures
- 2018
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In: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 35:5, s. 806-832
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Journal article (peer-reviewed)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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| 19. |
- Laurell, Hélène, 1970-
(author)
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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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In: International Marketing Review. - Bingley : Emerald Group Publishing Limited. - 0265-1335 .- 1758-6763. ; 35:1, s. 136-163
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Journal article (peer-reviewed)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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| 20. |
- Laurell, Hélène
(author)
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An international new venture’s commercialization of a medical technology innovation : The role of institutional healthcare settings
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In: International Marketing Review. - 0265-1335 .- 1758-6763.
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Journal article (peer-reviewed)abstract
- Purpose: This paper explores how different cross-country institutional healthcare settings affect an international new venture’s selling strategies and internationalization processes when commercializing a medical technology innovation.Design/methodology/approach: The study is based on a longitudinal indepth case study approach with a comparative healthcare analysis in Sweden, the United Kingdom, Germany and the United States.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 affectboth sales patterns and the internationalization process. In this study, four different sales patterns emerged from the countries’ and even regions’ distinctive institutional differences. This complexity and diversity led to a focused and slow internationalization process, which contradicts the assumption of rapid internationalization proposed in international entrepreneurship literature.Practical implications: Every nation has its own unique healthcare structure, indicating the importance of choosing markets that facilitate a swift uptake of a specific breakthrough innovation. It is a lengthy, complex and costly process to commercialize a breakthrough innovation in cross-country healthcare settings, especially if new behaviors and routines need to be created.Originality/value: The paper contributes to international entrepreneurship literature by developing a contextualized internationalization model and by advancing six propositions related to the role of institutional healthcare settings and their impact on international new ventures’ sales patterns and internationalization processes.
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| 21. |
- Liu, Yipeng, et al.
(author)
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Brand management in mergers and acquisitions : Emerging market multinationals venturing into advanced economies
- 2018
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In: International Marketing Review. - : Emerald Group Publishing Limited. - 0265-1335 .- 1758-6763. ; 35:5, s. 710-732
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Journal article (peer-reviewed)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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| 22. |
- Martín Martín, Oscar, et al.
(author)
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Towards an Integrative Framework of Brand Country of Origin Recognition Determinants : A Cross-Classified Hierarchical Model
- 2011
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In: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 28:6, s. 530-558
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Journal article (peer-reviewed)abstract
- Purpose – The purpose of this paper is to propose a framework integrating the types and levels of thedeterminants of brand country of origin (CO) recognition and to provide evidence on internet users’brand CO recognition rates, using a sample of multi-regional and global brands from a variety ofproduct categories and countries.Design/methodology/approach – The authors integrate “level-1” consumer and brandcharacteristics and “level-2” product category and country effects in a single framework. Dataobtained through an original on-line survey hosted by Yahoo provide the basis for the empiricalanalysis. Seven hypotheses are tested using a two-level cross-classified random-effect model (HCM2).Findings – It is found that: education is positively related with brand CO recognition; experience withbrands is positively related with brand CO recognition; integration between the consumer and thecountry of a foreign brand is positively related with brand CO recognition; internet users’ classificationperformance is significantly better for domestic than for foreign brands; brand-name congruence withtrue brand origin is positively related with brand CO recognition; brand equity explains brand COrecognition; and product categories with higher consumer involvement enhance brand CO recognition.Brand CO recognition performance by internet users is in line with classification performance ratesreported in other studies dealing with well-known and global brands.Practical implications – Managers would benefit from considering product category and countryaspects of their most valuable brands. Policy makers should encourage firms to promote a clearassociation between brands and countries (when these countries have a positive image) anddiscriminate between high and low involvement product categories.Originality/value – The paper contributes to the brand CO awareness literature by integratingconsumer and brand characteristics in a theoretical model, and identifying level-2 product categoryfeatures and CO effects previously disregarded in brand CO recognition frameworks. In addition, thestudy positively contrasts with previous research by providing empirical evidence on brand COrecognition from the largest set of global brands (109), countries of origin (19) and product categories(15) ever investigated.
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| 23. |
- Melén Hånell, Sara, et al.
(author)
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“It’s a new game out there” : e-commerce in internationalising retail SMEs
- 2020
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In: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 37:3, s. 515-531
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Journal article (peer-reviewed)abstract
- Purpose – The purpose of this paper is to explore how market factors (pertaining to institutions, competition and resources) shape the international strategies of an online retailer. Design/methodology/approach – A single qualitative case study research design is employed to conduct in-depth analyses of a Swedish internationalising small- and medium-sized enterprise (SME) in the retail business. Findings – The findings show that online retailers can use partnerships to tackle industry dynamics and break into foreign markets. This type of “piggy-back internationalisation” can be an effective strategy of handling foreign market dynamics in the entry phase: that is to say, the short term. Reliance upon relationships, however, may paradoxically inhibit retailers’ abilities to stay competitive in the post-entry phase (i.e. the long term) since they become cut-off from the first-hand market learning. Research limitations/implications – The authors provide propositions based upon the findings to support further research in the international marketing and international retailing literature. Practical implications – The findings enhance the understanding of how electronic commerce affects SME internationalisation. They also generate new insights into the use of possible international expansion strategies for managers in retail SMEs. Originality/value – This study introduces a new theoretical perspective to build upon international retail research and contributes to the international retail literature with relevant insights into both advantages and disadvantages of using partnerships to overcome challenges related to international online retailing
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| 24. |
- Melén Hånell, Sara, et al.
(author)
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MNE innovation in the pursuit of SDGs in emerging markets
- 2024
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In: International Marketing Review. - : Emerald Publishing. - 1758-6763 .- 0265-1335. ; 41:7, s. 59-83
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Journal article (peer-reviewed)abstract
- Purpose – The purpose of this study is to examine how different innovation efforts can support multinational enterprises' (MNEs') pursuits of sustainable development goals (SDGs) in emerging markets and under what circumstances they are applied. Design/methodology/approach – The article comprises in-depth case studies on two high-profile Swedish MNEs: a telecom firm and a fast-fashion firm, with data collected both at the headquarter-level and local-market level. Findings – The study shows that MNEs pursue a selection of prioritized SDGs in emerging markets. To overcome challenges related to attaining these goals, we find that MNEs engage in innovation efforts at different levels of commitment. In some instances, they engage in operational innovation aimed at relieving symptoms of sustainability misconduct and ensuring compliance. In other instances, they engage in systemic innovation efforts, which involve the actual market structures underlying sustainability problems. Originality/value – MNEs are increasingly incorporating the United Nations SDGs into their innovation strategies. The study contributes to international business research on MNEs' roles in realizing the SDGs by conceptualizing and discussing two pertinent approaches to innovation.
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| 25. |
- Melén Hånell, Sara, et al.
(author)
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The nature of individual experiential knowledge in internationalizing SMEs : pitfalls of superstitious learning and the need for wisdom
- 2021
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In: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 38:2, s. 249-275
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Journal article (peer-reviewed)abstract
- PurposeThis study addresses the research question: How does the experiential knowledge, superstitious knowledge and the wisdom of CEOs influence the internationalization behaviour of SMEs?Design/methodology/approachAn exploratory qualitative study is used. Longitudinal case studies of two Swedish life science companies are analysed.FindingsAn individual's prior experiential knowledge influence the newly started SME's market commitments and internationalization behaviour. Such prior experiences can enable early and rapid resource commitments in the newly started SMEs. Relying upon such prior experiential knowledge in deciding upon the company's market commitments however heightens the risk of superstitious learning. The findings illustrate how wisdom can work as an antidote to superstitious learning. Wisdom lures even experienced CEOs away from believing they know more than they actually know.Research limitations/implicationsThe study contributes to extend the Uppsala model by incorporating the role of individual-level experiential knowledge. The study also adds value to the literature on small firm internationalization by providing propositions for how the prior knowledge of individual key decision makers influences SMEs' internationalization behaviour. The propositions provide new input to the ongoing discussion in the literature and help to guide future research.Originality/valueGiven the fact that the Uppsala model is centred upon a firm-level view on experiential knowledge, our theoretical understanding is still limited regarding how individual-level experiential knowledge influences the internationalization behaviour of SMEs. This study addresses calls for research on how individuals' prior knowledge influences small-firm internationalization.
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| 26. |
- Owusu, Richard A., 1960-, et al.
(author)
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Project business : a distinct mode of internationalization
- 2007
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In: International Marketing Review. - Bingley, United Kingdom : Emerald Group Publishing Limited. - 0265-1335 .- 1758-6763. ; 24:6, s. 695-714
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Journal article (peer-reviewed)abstract
- Purpose– The aim of the paper is to elaborate a framework of project business as a distinct mode of internationalization. The uniqueness and complexity of project business as a core mode are portrayed by comparing it with other internationalization modes. It is agreed that a single project sale is a discrete form of direct involvement in a foreign market. However, this provides opportunities for network interactions that can facilitate further project business openings in a foreign market and on a global level.Design/methodology/approach– Using the abductive method, the paper constructs a comparative framework of project business and other forms of internationalization. It illustrates the discussion with a longitudinal case study of a company that uses project business as its strategic choice for its internationalization.Findings– The paper finds that, using project business as its core internationalization mode, the company has expanded its global business as well as entering and succeeding in foreign business networks. It proposes that the network and relationship‐based project business approach is viable as a strategic alternative for internationalization on its own or in combination with other modes.Research limitations/implications– The study provides a framework for positioning project business as a separate internationalization mode. It provides a comparative framework for internationalization modes.Practical implications– This study provides managers with an understanding of project business as a distinct and profitable mode of internationalization. It illuminates the network and relationship‐building aspects of project business.Originality/value– According to the research, this is the first study that proposes project business as a distinct mode of internationalization. Much previous research has either not mentioned project business or subsumed it as an unimportant part of exports. The framework developed in this study should spur new research on the issue.
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| 27. |
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| 28. |
- Payan, Janice M., et al.
(author)
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A "cross-cultural RELQUAL-scale" in supplier-distributor relationships of Sweden and USA
- 2010
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In: International Marketing Review. - London : Emerald Group Publishing Limited. - 0265-1335 .- 1758-6763. ; 27:5, s. 541-561
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Journal article (peer-reviewed)abstract
- Purpose: The purpose of this paper is to develop a cross-cultural RELQUAL-scale in supplier-distributor relationships in Sweden and the USA. Design/methodology/approach: The Swedish and US sampling frames consisted each of a random sample of 600 owners and managers of distribution firms of specialty tools and fasteners. A total of 161 usable surveys were returned from the US-survey, for a response rate of 27 percent, while 121 usable surveys were returned from the Swedish survey, for a response rate of 20 percent. An overall response rate of 24 percent was achieved across both countries. Findings: The paper provides support for the dimensional distinctiveness of cooperation, coordination, specific assets, satisfaction, trust, and commitment. Four of the dimensions are reflective of relationship quality or the "cross-cultural RELQUAL-scale" (cooperation, coordination, trust, and commitment) and relationship quality was found to be associated with relationship-satisfaction with suppliers. A test of metric invariance confirmed the RELQUAL-scale is appropriate for cross-cultural research. Research limitations/implications: Examining the tested in other industrial and cultural contexts and countries in other inter-organizational settings could help establish the generality of findings beyond Sweden and the USA and that beyond the context of the distributor-supplier relationship of fasteners and specialty tools. Practical implications The "cross-cultural RELQUAL-scale" is of interest to business practice as it provides a structure of dimensions to be considered in the organizational effort of maintaining satisfactory levels of relationship quality with suppliers. Originality/value: The paper focuses on two different cultural contexts, which is an approach rarely seen in inter-organizational research. The focal constructs are frequently included in inter-organizational research, but have previously not been included in the same empirical study of RELQUAL.
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| 29. |
- Pehrsson, Anders, 1956-
(author)
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An acquisition or a greenfield subsidiary? : The impact of knowledge on sequential establishments in a host country
- 2020
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In: International Marketing Review. - : Emerald Group Publishing Limited. - 0265-1335 .- 1758-6763. ; 37:2, s. 377-396
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Journal article (peer-reviewed)abstract
- Purpose Establishment of wholly owned subsidiaries in a foreign market is central to international marketing because sole ownership and high commitment facilitate firm's marketing in the local market. Drawing on knowledge-based theory, this study extends the current understanding of firm's sequential establishments of wholly owned subsidiaries in a host country. Design/methodology/approach Swedish firms' establishments of wholly owned subsidiaries in Germany, the United Kingdom and the United States were analyzed using a longitudinal approach. Findings A firm's broad international experience is associated with an acquisition in any phase, while mode experience and value-adding experience are associated with postinitial acquisitions. There is no association between mode experience and greenfield investments. Research limitations/implications Knowledge-based theory explains a firm's choice of establishment mode when establishing in the same host country. Effects of marketing experiences are due to the establishment mode and different experiences explain choices for initial and postinitial establishments. Practical implications In choosing between a wholly owned subsidiary in terms of an acquisition or a greenfield investment, for a foreign establishment the firm is advised to consider the impact of marketing experiences and establishment phase. Originality/value Research is needed on how experiences affect choices between foreign establishment modes where the firm is the sole owner. This study is the first to focus on the choice between wholly owned subsidiaries in terms of acquisitions and greenfield investments, and the impact of experience and phase of establishment in a particular host country.
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| 30. |
- Pehrsson, Anders, 1956-
(author)
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Marketing strategy antecedents of value adding by foreign subsidiaries
- 2009
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In: International Marketing Review. - : Emerald Group Publishing. - 0265-1335 .- 1758-6763. ; 26:2, s. 151-171
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Journal article (peer-reviewed)abstract
- Purpose – This study extends the knowledge of marketing strategy antecedents of industrial value adding in foreign markets. It attempts to answer the following two questions: How is the marketing strategy of a foreign subsidiary associated with the extent of its value-adding activity? Is there an association between the extent of value-adding activity and financial performance of the subsidiary? Methodology/approach – A model is developed and hypotheses are tested. Data were collected from 191 subsidiaries of Swedish manufacturing firms in Germany, the United Kingdom, and the United States. Findings – Product-market breadth and market experience positively affect the extent of foreign value adding. Also, market experience has a moderating effect and strengthens the positive association between product-market breadth and the extent of value adding. A foreign subsidiary’s financial performance is positively associated with the number of value-adding activities of the subsidiary. Limitations/implications – The study shows that the marketing strategy of a foreign subsidiary needs to be acknowledged to understand the antecedents of foreign value-adding activity. In addition, the extent of value-adding activity contributes to the implementation of an effective international strategy. Practical implications - An industrial firm wanting to implement an effective international marketing strategy needs to pay attention to the links between the marketing strategy of a foreign subsidiary and the extent of the subsidiary’s value-adding activity. Originality/value – The study is unique in that it applies a subsidiary perspective and focuses on foreign subsidiary strategy associations. The study both extends the common approach, which argues that the value adding of a foreign subsidiary is determined only by the corporate marketing strategy, and explores associations with foreign subsidiary performance.
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| 31. |
- Ramos, Manoella Antonieta, 1990-, et al.
(author)
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Rebranding after international acquisitions : challenges of legitimation in emerging and developed countries
- 2024
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In: International Marketing Review. - Bingley : Emerald Group Publishing Limited. - 0265-1335 .- 1758-6763. ; 41:7, s. 84-116
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Journal article (peer-reviewed)abstract
- Purpose: This study describes how a multinational enterprise (MNE) gains acceptance after rebranding acquired brands from different countries among its internal and external stakeholders and identifies factors that influence this process.Design/methodology/approach: The study employed a single case-study approach, including 18 semi-structured in-depth interviews with employees of a firm involved in the rebranding process in six countries. The countries are Sweden, Germany, the United States, Brazil, Colombia and Mexico.Findings: The findings reveal how the MNE integrated brands it acquired in different international markets into one overarching corporate brand. The study shows that in emerging countries, external legitimation (external implementation process, country profiles and customer buy-in) constitutes the most significant challenge. By contrast, in developed countries, internal legitimation (employee buy-in and internal implementation process) is more challenging.Research limitations/implications: The study contributes to and extends the rebranding literature by using a legitimation lens to analyze the rebranding process. This lens shows how internal and external stakeholders are both crucial to successful rebranding. The study provides a comprehensive perspective of the process, identifies challenging factors and differentiates between their importance in emerging and developed countries.Originality/value: To address the dearth of research on how firms legitimize a new brand in different national contexts, the study compares the rebranding process in multiple countries and discusses the factors influencing the rebranding process.
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| 32. |
- Ramos, Manoella Antonieta, et al.
(author)
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Rebranding after international acquisitions : challenges of legitimation in emerging and developed countries
- 2024
-
In: International Marketing Review. - : Emerald Group Publishing Limited. - 0265-1335 .- 1758-6763. ; 41:7, s. 84-116
-
Journal article (peer-reviewed)abstract
- PurposeThis study describes how a multinational enterprise (MNE) gains acceptance after rebranding acquired brands from different countries among its internal and external stakeholders and identifies factors that influence this process.Design/methodology/approachThe study employed a single case-study approach, including 18 semi-structured in-depth interviews with employees of a firm involved in the rebranding process in six countries. The countries are Sweden, Germany, the United States, Brazil, Colombia and Mexico.FindingsThe findings reveal how the MNE integrated brands it acquired in different international markets into one overarching corporate brand. The study shows that in emerging countries, external legitimation (external implementation process, country profiles and customer buy-in) constitutes the most significant challenge. By contrast, in developed countries, internal legitimation (employee buy-in and internal implementation process) is more challenging.Research limitations/implicationsThe study contributes to and extends the rebranding literature by using a legitimation lens to analyze the rebranding process. This lens shows how internal and external stakeholders are both crucial to successful rebranding. The study provides a comprehensive perspective of the process, identifies challenging factors and differentiates between their importance in emerging and developed countries.Originality/valueTo address the dearth of research on how firms legitimize a new brand in different national contexts, the study compares the rebranding process in multiple countries and discusses the factors influencing the rebranding process.
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| 33. |
- Ryan, Paul, et al.
(author)
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Local horizontal network membership for accelerated global market reach
- 2019
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In: International Marketing Review. - Bingley : Emerald Group Publishing Limited. - 0265-1335 .- 1758-6763. ; 36:1, s. 6-30
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Journal article (peer-reviewed)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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| 34. |
- Safari, Aswo
(author)
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Triadic multilevel psychic distance in firm internationalization
- 2024
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In: International Marketing Review. - 0265-1335 .- 1758-6763. ; 41:7, s. 23-58
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Journal article (peer-reviewed)abstract
- PurposeThis study focuses on the triadic multilevel psychic distance (MPD) between the firm, target market and bridge-maker and its consequences for firm internationalization. Specifically, it spotlights the triadic psychic distance between firms, the levels of psychic distance in the target market (country and business) and the bridge-maker. Therefore, this study examines the triadic MPD among these three entities and its impact on firm internationalization.Design/methodology/approachThis study uses qualitative and case study research approaches. It is based on 8 case companies and 24 internationalization cases. Secondary data were collected, and interviews with bridge-makers and industry experts were conducted.FindingsThe study found that MPD appeared in the triad. The MPD between firms and markets is related to country-specific differences and business difficulties. The MPD between the firm and the bridge-maker is based on the latter's lack of knowledge vis-a-vis bridging the firm's MPD. Finally, the MPD between bridge-makers and the market is based on the former's lack of knowledge of the home country's business difficulties.Originality/valueThis is the first study to develop and adopt a triadic multilevel psychic distance conceptualization that provides evidence for and sheds light on the triadic MPD and its effect on firm internationalization. This study identifies the reasons behind triadic MPD in connection to firm internationalization. Notably, firm internationalization is interdependent on the triadic MPD setting between the firm, bridge-maker and target market. It has theoretical value and contributes to the recent advancement in the understanding of MPD in international marketing literature.
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| 35. |
- Sandberg, Susanne
(author)
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Emerging market entry node pattern and experiential knowledge of small and medium-sized enterprises
- 2013
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In: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 30:2, s. 106-129
-
Journal article (peer-reviewed)abstract
- Purpose – To conceptualize “entry node”, to describe the entry node pattern (i.e. the initial entry node and changes in it) of SMEs entering emerging market business networks, and to determine how network nodes are associated with experiential knowledge.Design/methodology – Using data from an on-site survey based on a standardized questionnaire, hypotheses were tested using ANOVA on 197 SMEs in southern Sweden that entered the emerging markets of the Baltic States, Poland, Russia, or China. Findings – The entry node is the establishment point into a foreign market network. Four entry situations are defined – triad via home market, triad via host market, dyad from home market, and dyad at host market – each using different entry nodes. After initial entry, one third of the firms changed their nodes, primarily into a more committed node. Various nodes display significant differences in the level of accumulated societal, business network and customer-specific experiential knowledge. A more committed node is associated with more experiential knowledge. Research limitations – Knowledge is complex to measure, since various factors influence the level of accumulated experiential knowledge. This study examines the association between types of nodes and experiential knowledge, but does not aim to explain knowledge accumulation. Perceptual measures are used and possible method biases involved are safeguarded through an on-site survey method.Originality – This paper conceptualizes the novel concept of entry node, provides insight into the SME node pattern in emerging markets, and examines the association between nodes and experiential knowledge.
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| 36. |
- Tarnovskaya, Veronika, et al.
(author)
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Drivers or passengers? A taxonomy of multinationals’ approaches to corporate social responsibility implementation in developing markets
- 2022
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In: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 39:7, s. 1-24
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Journal article (peer-reviewed)abstract
- Purpose: The purpose of this study is to conduct a systematic literature review that illuminates the current state of knowledge regarding the specific approaches by which multinational corporations (MNCs) implement corporate social responsibility (CSR) on the subsidiary level in developing countries. Design/methodology/approach: Even though substantial scholarly work has been made to outline MNCs' activities in developing countries, this literature remains fragmented. To support the field in its theoretical as well as empirical advancements, this study conducts a systematic review of this body of literature and content analysis of relevant articles using insights from strategic marketing literature (market driving/proactive and market-driven/reactive approaches). Findings: The authors synthesize our findings by presenting a taxonomy of proactive/reactive CSR approaches in developing markets along with propositions that can guide future research in this area. Originality/value: Among the key contributions of this study's literature review is the development of a taxonomy of proactive/reactive CSR, bringing together different and fragmented streams of research and viewing them from strategic marketing (“proactive/reactive”) perspective. The taxonomy and the two ensuing propositions can advance future CSR-related studies with MNCs in focus by providing both theoretical and empirical guidance.
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| 37. |
- Tarnovskaya, Veronika, et al.
(author)
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Drivers or passengers? A taxonomy of multinationals’ approaches to corporate social responsibility implementation in developing markets
- 2022
-
In: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 39:7, s. 1-24
-
Journal article (peer-reviewed)abstract
- Purpose The purpose of this study is to conduct a systematic literature review that illuminates the current state of knowledge regarding the specific approaches by which multinational corporations (MNCs) implement corporate social responsibility (CSR) on the subsidiary level in developing countries. Design/methodology/approach Even though substantial scholarly work has been made to outline MNCs' activities in developing countries, this literature remains fragmented. To support the field in its theoretical as well as empirical advancements, this study conducts a systematic review of this body of literature and content analysis of relevant articles using insights from strategic marketing literature (market driving/proactive and market-driven/reactive approaches). Findings The authors synthesize our findings by presenting a taxonomy of proactive/reactive CSR approaches in developing markets along with propositions that can guide future research in this area. Originality/value Among the key contributions of this study's literature review is the development of a taxonomy of proactive/reactive CSR, bringing together different and fragmented streams of research and viewing them from strategic marketing ("proactive/reactive") perspective. The taxonomy and the two ensuing propositions can advance future CSR-related studies with MNCs in focus by providing both theoretical and empirical guidance.
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| 38. |
- Vahlne, Jan-Erik, 1941, et al.
(author)
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The Uppsala model on evolution of the multinational business enterprise : from internalization to coordination of networks
- 2013
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In: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 30:3, s. 189-210
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Journal article (peer-reviewed)abstract
- Purpose - This paper seeks to offer a model on the evolution of the multinational business enterprise (MBE). It is meant to be an alternative to the eclectic paradigm, the preeminent theoretical tool applied in studies of the multinational enterprise (MNE) and foreign direct investment. The label MBE aims at moving focus from structure of production to change processes in business relations and entrepreneurship. Design/methodology/approach - While the eclectic paradigm is grounded in neo-classical economics meant primarily to be applied in studies of macroeconomic interest and is based on assumptions not applicable in studies of individual firms, the model of the MBE is meant to be used in studies at the micro-level. It is rooted in assumptions consistent with behavioural theory consequently being more realistic. The model is based on the Uppsala model with input from studies on dynamic capabilities, entrepreneurship research and research on management under uncertainty. Findings - The realistic assumptions of the model imply that it is relevant for understanding the dynamics of strategy and management of the MBE. Research limitations/implications - As the model aims at enriching our understanding of the dynamics of the MBE the paper recommends empirical longitudinal studies of firms. Originality/value - Realistic and relevant assumptions imply that the model differs in critical respects from received theory in international business.
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| 39. |
- Öberg, Christina, 1970-
(author)
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Customer relationship challenges following international acquisitions
- 2014
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In: International Marketing Review. - Yorkshire, United Kingdom : Emerald Group Publishing Limited. - 0265-1335 .- 1758-6763. ; 31:3, s. 259-282
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Journal article (peer-reviewed)abstract
- Purpose: An important task following international acquisitions is to coordinate customer relationships; that is, to organise customer interfaces and possibly establish new relationships between customers and the acquirer/the acquired party. Yet, such coordination may prove to be problematic, not the least since customers react to acquisitions. The purpose of this paper is to describe and discuss customer relationship coordination challenges following international acquisitions. Focus is placed on business-to-business customers in the country of the acquired party.Design/methodology/approach: The paper is based on three case studies representing overlapping customers, customers of an acquired party new to the acquirer, and customers new to the acquired party. Non-standardised, face-to-face interviews were the main data source, and were complemented with secondary data such as newspaper items and annual reports.Findings: Three main challenges are identified: internal competition and cannibalisation; customers not being interested in the new party; and the acquired party demonstrating its independence through customers.Practical implications: Managerially, any coordination of customer relationships needs to be weighted towards risks for customer losses. It is important to maintain ties to customers – sales and maintenance staff, the product/service, etc. – if customers are to continue with the firm. It is also important that sales and maintenance staff see the benefits of the acquisition. Originality/value – While international acquisitions are a frequent means to reach new markets and customers, the problems of coordinating customer relationships following them have not been previously researched. Theoretically, the paper contributes to research through categorising and contextually explaining customer relationship coordination challenges in international acquisitions.
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