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Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

This study empirically identifies three strategies for creating shareholder value for firms who venture into Emerging markets (EMs) in search of corporate growth and profitability.

To uncover these value creating strategies, we apply Cluster analysis techniques, analysis of variance as well as survey several qualitative case-studies of firms who have entered EMs worldwide.

Our findings demonstrate how firms can – and do – tap into the potential that EMs offer, despite the inherent riskiness of these markets and/or constraints on corporate resources. Statistically, no single shareholder value creating strategy is more (or less) remunerative than other strategies. Many equally profitable trajectories coexist vis-à-vis corporate growth in EMs.

Our findings are based on stock-markets’ expectations of firm performance; these expectations may not correspond to the actual future firm performance.

The principles we have isolated have a broad appeal because they identify variety of paths that facilitate shareholder value creation via participation in EMs. We expose the inner workings of these trajectories and illustrate particular firm-specific and location-specific combinations associated with profitable EM ventures.

This study seriously challenges the conventional view that value creation is a function of singular positive influences. On the contrary, this study establishes that value creation is multi-dimensional and submits that a more refined way to augment performance is to develop an ability to combine relevant firm-specific and location-specific factors so that they can, if needed, offset the impositions of each other.

As one of the big emerging markets, China’s enormous population and rapid increase in consumer spending have attracted many multinational corporations (MNCs). Meanwhile, the misconception of China as a homogeneous market often leads to difficulties in assessing market demand and enacting effective strategies. Examines the diversity among Chinese consumers across seven regional markets. Data from a national survey suggest that consumers from various regions are significantly different from one another in terms of purchasing power, attitudes, lifestyles, media use, and consumption patterns. MNCs need to take a cautionary approach when expanding into the inland regions, and must adapt to the local market conditions and devise sustainable strategies.

This study aims to examine the nature of business‐to‐business marketing practices in two West African nations, Ghana and Ivory Coast, and compare them with marketing practices in another emerging market economy (Argentina) and a developed economy (the USA).

Survey data were collected in both West African nations, Argentina and the USA, using a standard survey instrument used in previous contemporary marketing practice (CMP) studies. Descriptive statistics were used to determine cross‐national differences in intensity of use of various CMP activities in Ghana and the Ivory Coast in comparison with Argentina and the USA. Then, cross‐national differences in various combinations of marketing practices were identified using cluster analysis.

Business‐to‐business marketing practices in West African nations conform with the CMP framework in that firms practise both transactional marketing and relationship marketing simultaneously. However, there are differences in the intensity and scope of business‐to‐business marketing practices in Ghana and the Ivory Coast in comparison with Argentina and the USA. While West African business‐to‐business firms emphasize traditional transactional marketing with some network marketing components, Argentine firms have a greater emphasis on pluralistic marketing and interaction marketing. By contrast, US firms practise pluralistic marketing (transactional, database, interaction, and networking) with some transactional marketing activities. In addition, West African business‐to‐business firms are similar to Argentine firms in that a proportion of firms practise marketing at a low level of intensity and rarely use database marketing. These differences are attributable to the nature of market conditions in West Africa.

The CMP results generalize to West African nations. However, a direct correspondence is unlikely because of the dominance of transactional marketing practice among West African firms. Further research needs to investigate a broader set of institutional environments in order to provide a clear link between CMP and environmental conditions in emerging African markets.

Managers can determine the appropriateness of international benchmarks for West African market conditions.

Linking CMP to market conditions in the paper provides an extension to the validity of the CMP framework.

The purpose of this paper is to explore the competitiveness and convergence of the G7 and big emerging markets (BEM) nations using various economic, demographic, trade, investment, and freedom and governance criteria.

The two groups of nations, G7 and BEM, are compared on the basis of various longitudinal and cross‐sectional variables. The longitudinal variables are GDP and real GDP growth, per capita GDP, international trade, foreign direct investment, index of ageing, and life expectancy at birth. Cross‐sectional competitive indices are Global competitiveness index, index of economic freedom, Democracy index, Human development index, Gini index, Government effectiveness, and Corruption perception index.

The findings show that BEM is growing faster than G7 in most economic indicators including GDP, trade, and investment. The growth results in some form of convergence. The freedom and governance infrastructure of the BEM is relatively weak to support their economic growth. The primary challenge of the BEM is coming from the economic interdependence they create in a globalized economy. Overall, the growth presents a new political reality that the world must recognize.

National competitiveness is a long‐term issue. A 30‐year longitudinal analysis may not be long enough to accurately reflect a nation's performance. Evidently, wealth creation in the emerging markets has profound influence in noneconomic areas. Political polarization and military confrontation are not unlikely.

Governments and businesses in G7, BEM, or the Association of Southeast Asian Nations (ASEAN) nations and institutions involved in global governance (e.g. World Bank, IMF, and WEF) may use the findings of the study to determine their policies. We should pay special attention to the global economic interdependence and guard against the negative effects of emerging markets' growth.

The comparative analysis between the G7 and BEM in terms of competitiveness and convergence is an original contribution. Also, the author's insight beyond economics is a unique section to follow. The author is not aware of any other study that has used the two concepts competitiveness and convergence together to understand the emerging markets.

The purpose of this paper is to analyze the distribution strategies implemented by foreign firms in emerging markets, and to investigate whether they represent an opportunity for firms to innovate their practice. China is selected as the setting of the investigation as distribution is a critical determinant of business success for international firms operating there.

A multiple-case study approach is adopted by investigating the distribution strategies of four Italian firms in China. The collected data consist of interviews with firm managers and their distributors. To ensure triangulation and cross-verify the findings from the primary data, secondary data consisting of sector reports and newspaper articles were analyzed.

Results discuss how foreign firms develop their distribution system in China and suggest that emerging markets can enable reverse innovation in their distribution strategies.

The research suffers from the limitations of the generalizability of the findings as the study was carried out on a restricted number of firms, and it considered their strategies in one single market.

Managerial implications are discussed on the extent to which the Chinese distribution system still represents a key issue for foreign firms, but it also provides with opportunity for innovation.

While previous research on innovation in emerging markets has mainly focused on product innovation, this study suggests some areas for distribution innovation.

The 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.

The 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.

The 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.

The 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.

The purpose of this paper is to analyze the international retailers' strategic responses to the institutional environment in emerging markets.

Based on in‐depth interviews with top managers from a grounded‐theory perspective, the research provides a comprehensive analysis of the implications of the institutional environment for the strategic choices of international retailers in an emerging market, especially in China.

The international retailer's strategic choices are often identified as pragmatism, dynamism, public policy‐orientation, seeking lead position in the market and decentralization if the institutional distance between the home country and host country is high. Moreover, when international retailers can commit to cultivating local markets and creating shared added value, they are better able to respond proactively to an institutional environment that is geared to a collective social network and still in a phase of transition.

This paper focuses on only one country, China.

The major value of this paper is to highlight the specificities of international retailers' strategic responses to the institutional environment of an emerging market. Attention to these specificities would enable researchers to analyze better the reality of retail internationalization process in an emerging market.

Empirical studies of the shareholder valuation impact of firms’ international joint venture (IJV) participation have usually emphasized firm‐specific factors, but rarely extended their analysis to location‐specific factors. This is a crucial omission because the two sets of factors are interconnected vis‐a‐vis their influence on firms’ performance. Yet, previous work has neither identified how the two sets of factors complement each other nor investigated the effect of these complementarities on the shareholder value of firms who enter into IJVs. This study attempts to fill these gaps. It develops a typology of IJVs and then performs cluster analysis on a sample of 241 equity IJVs. Results indicate eight clusters in the data, including three clusters with positive shareholder value. In deriving support for its six hypotheses, the study highlights both value‐creating and value‐neutral configurations of firm‐ and location‐specific variables.