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Emerging market multinationals’ international equity-based entry mode strategies: Review of theoretical foundations and future directions

Irina Surdu (Warwick Business School, The University of Warwick, Coventry, UK)
Kamel Mellahi (Warwick Business School, The University of Warwick, Coventry, UK)
Keith Glaister (Warwick Business School, The University of Warwick, Coventry, UK)

International Marketing Review

ISSN: 0265-1335

Article publication date: 9 April 2018

Abstract

Purpose

The purpose of this paper is to examine the theories used to study the international equity-based entry mode strategies of emerging market multinationals (EMMs) and the contribution of these studies to extant literature.

Design/methodology/approach

The authors conducted a systematic review of the literature. A total of 73 articles were identified from key management, international business and international marketing journals published between 2000 and June 2015. Articles were analysed according to the theory(ies) used, thematic area, methodology, home/host countries studied and findings.

Findings

Despite the great interest around the topic of how the antecedents and outcomes of EMMs’ international entry mode strategies may challenge and amend existing theories, the findings that come out of this research mirror patterns observed in the entry mode literature in general. Whilst traditional perspectives such as internalisation theory and the OLI paradigm remain prevalent, a growing number of studies draw on institutional theory and combine multiple theoretical perspectives. Newer theories developed specifically to study EMMs (e.g., the springboard perspective) are used in only five studies and challenged to differentiate their theoretical underpinnings from extant literature. Overall, the theoretical contribution of EMM studies is simply a change in emphasis from the role of firm-specific factors towards the influence of home country institutions on entry mode strategies. The authors conclude that the literature has only made tweaks at the edge of theories with no significant changes to extant theorisations.

Originality/value

This is the first systematic review of the literature focusing specifically on the international equity-based entry mode strategies of EMMs.

Keywords

Citation

Surdu, I., Mellahi, K. and Glaister, K. (2018), "Emerging market multinationals’ international equity-based entry mode strategies: Review of theoretical foundations and future directions", International Marketing Review, Vol. 35 No. 2, pp. 342-359. https://doi.org/10.1108/IMR-10-2015-0228

Publisher

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Emerald Publishing Limited

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