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This case study will allow students to critically analyse and develop entry strategies into untapped foreign markets. The case study was designed to introduce students to identifying and analysing information related to target markets for expansions in international business.

The main objectives of this case are to evaluate and make the “Go Global” decision for the company; to take a position on entry timing for a company for entering an overseas market; to select a country for entry based on cultural, administrative, geographic and economic analysis and other relevant factors; and to evaluate a firm’s readiness for exports.

This case study on Satya Pharmaceuticals presents a typical dilemma faced by small and medium enterprises (SMEs) in emerging markets such as India while exploring the untapped overseas markets to expand their business. Satya Pharmaceuticals produced over-the-counter Ayurvedic medicines. With the onset of the COVID-19 pandemic, the consumer preference for Ayurvedic products had increased globally. Home country governments’ emphasis on exports and conducive consumer preferences created an opportune time for such SMEs to explore uncharted markets with a propensity for herbal medicines. Amidst strict regulations regarding safety, efficacy, labelling and packaging norms, along with a subjective understanding of the consumers’ sentiments regarding alternate medicines, SMEs had to select their target market carefully for their products to be successful overseas. This case study presents the basic information that entrepreneurs needed to explore the foreign markets. It revolved around checking firms’ preparedness to explore foreign markets, identifying target markets, timing the entry and entering those markets.

This case is appropriate for graduate-level courses in management that offer subjects such as international business.

Teaching notes are available for educators only.

CSS 5: International business.

This study aims to understand the dynamics underpinning the exit and re-entry strategies adopted by multinational enterprises (MNEs) in an emerging market, Pakistan.

This study undertook an in-depth historical case study of Yamaha Motorcycles, which had initially entered Pakistan as a joint venture but had then exited and re-entered as a wholly owned subsidiary.

This study found that, despite its status as a market leader and one of the older players in the Pakistani market, changing market dynamics in the 2000s – especially the increased competition brought by more affordable (inexpensive) Chinese motorcycles and the weak enforcement of industrial policies – had pushed Yamaha Motorcycles to exit. Another factor that had contributed to its exit were differences in risk perception and strategies with its local joint venture partner (a Pakistani business group). Hence, both firm-level and institutional factors had played significant roles in Yamaha’s market exit. This study further found that re-entering in a wholly owned subsidiary operation mode had been beneficial for the firm, as it gained a significant market share due to its focus on innovation and on capturing a market niche, which had earlier not been its main focus. The findings also suggest that opportunity logics and multiple forms of learning can be important for a firm’s re-entry into a host market – such as experiential (i.e. learning from experience) and vicarious learning (i.e. learning from other organizations, including suppliers and competitors) in an emerging market context, in which institutions evolve amid political and policy uncertainty. Finally, this study found that exit and re-entry timing is an important factor for the development of competitive advantage in a host market.

This study is among the few to have investigated the exit and re-entry strategies of MNEs in emerging markets. The relatively short time during which Yamaha Motorcycles had been out of the market had benefited it on its re-entry, as the firm had been able to capitalize on its prior learning and ties to suppliers’ networks.

Sunit Raj was the Vice President, Marketing of Schematic Software Company (SSC), a Software-as-a-Service (SaaS) company. He was pondering how to preserve the company's growth momentum it had achieved over the last few years. In the third quarter of 2021, the company's valuation reached USD 25 billion, representing a year-over-year gain of 50%. Within 12 years of operation, it had over 50,000 employees worldwide and over 100,000 paying customers in more than 150 countries. Raj had to decide the company's future direction among new territories, buyer segments and product categories that would bring revenue and aid in sustaining its growth.

The varying nature of the competitive environment of small- and medium-sized enterprises (SMEs), contributing significantly to gross domestic product in most countries, has made their moving toward internationalization and global competition unavoidable in such a way that the life cycle of research in this area is experiencing a period of rapid growth. This study aims to evaluate the status of research on SME internationalization based on bibliographic records retrieved from the Web of Science Core Collection and Scopus.

Using a scientometric analysis, reviewing the important points and the boundaries of research on SME internationalization as well as practicing co-occurrence and burst detection analysis.

Through a rigorous examination of the crucial points and boundaries within the realm of SMEs internationalization research, coupled with an analysis of co-occurrence and burst detection techniques to detect contemporary hotbed topics, this study has uncovered that the predominant focus of current discourse centers around the areas of networks and networking, as well as internationalization models and entry into the global arena. Moreover, it gives insight that future investigations will shift toward enhancing SME internationalization performance, while simultaneously prioritizing the expeditiousness of their entrance into international markets. The insights garnered from this inquiry are expected to facilitate salient contributions to future literature in this area, thereby advancing our understanding of these complex phenomena.

The trend of the research in this field can be useful for enthusiasts. In this context, the life cycle of research on SME internationalization has been drawn that shows the period of research growth of publications is almost between 2005 and 2023, and the saturation will be approximately from 2023 to 2035. The top researching SME internationalization in the world have been occurred in the USA, England, Canada, Sweden countries and in Department of Management, Department of Marketing, School of Management, Faculty of Management Studies institutions. Also, most of the research has been published in Journal of International Business Studies, International Business Review and Strategic Management Journal.

This study accordingly provided a valuable perspective for future research in this line.

The purpose of this paper is to study triadic market relations between an international aid agency (IAA), local ventures and the poor communities where they are embedded in order to shift the poverty alleviation discussion to account for the perceptions held by each category of actor, especially those of poor communities. Poverty alleviation is a key commitment of the United Nations, and market-driven approaches are increasingly advocated as a means to reduce poverty, particularly among IAAs. One such strategy is to connect ventures in poor communities with international markets. However, research shows that such approaches have mixed success.

The authors conducted a comparative case study of three ventures embedded in urban and rural poor communities receiving support from an IAA. The authors then analyzed the data to determine the mechanisms that led to discrepancies in the perceptions of poverty alleviation held by each actor involved.

This study suggests three such mechanisms: ‘decoupling markets from poverty’, wherein aiding ventures may paradoxically lead to decoupling them from poor communities; ‘overburden stress’, in which ventures cannot fulfil a poverty alleviation role through their market activities because the expectation to do so overburdens the venture; and ‘value divergence’, in which the actors involved evaluate the impact of these approaches differently.

The authors propose that a key aspect of enabling effective poverty alleviation through market-driven approaches in terms of substantial, long-term contributions is to monitor and support the relations between the actors involved – including the poor communities themselves – and explore how each perceives the efficacy of the approach.

El objetivo de nuestro estudio es integrar las percepciones de tres actores: los organismos internacionales, los emprendimientos en comunidades pobres y las propias comunidades pobres, con el fin de cambiar la discusión sobre la reducción de la pobreza hacia las percepciones de los diferentes actores involucrados en las relaciones de mercado, en particular las de las comunidades pobres. La reducción de la pobreza es un compromiso clave de las Naciones Unidas, y en la actualidad se promueven enfoques de mercado como un medio para reducir la pobreza, especialmente entre los organismos internacionales. Una estrategia consiste en conectar emprendimientos en comunidades pobres con mercados internacionales. Sin embargo, investigaciones previas muestran que estos enfoques de mercado tienen un éxito variado en ciertas ocasiones y en otras no.

Realizamos un estudio de casos comparativo de tres emprendimientos en comunidades pobres urbanas y rurales que reciben apoyo de un organismo internacional. Luego, analizamos nuestros datos para determinar qué mecanismos condujeron a discrepancias en las percepciones de cada actor involucrado con respecto a la reducción de la pobreza.

Nuestro estudio identifica tres mecanismos que explican las discrepancias en las percepciones de los actores involucrados con respecto a los enfoques de mercado para la reducción de la pobreza: ‘desvinculación de los mercados de la pobreza’, en donde el apoyo a los emprendimientos puede llevar paradójicamente a separarlos de las comunidades pobres; ‘estrés de sobrecarga’ que captura situaciones en las que los emprendimientos no pueden cumplir su función de reducción de la pobreza a través de sus actividades en el mercado debido a que la expectativa de hacerlo, aunque implícita, sobrecarga al emprendimiento; y ‘divergencia de valores’ que muestra que los actores involucrados a menudo evalúan de manera diferente el impacto de los enfoques de mercado en la pobreza.

Proponemos que un aspecto clave de la reducción efectiva de la pobreza a través de enfoques de mercado que hagan contribuciones sustanciales y a largo plazo es monitorear las relaciones y la eficacia percibida entre todos los actores involucrados en estos enfoques, incluyendo a las propias comunidades pobres.

El objetivo de nosso estudo é integrar as percepções de três atores: os organismos internacionais, os empreendimentos em comunidades pobres e as próprias comunidades pobres, com o objetivo de mudar a discussão sobre a redução da pobreza para as percepções dos diferentes atores envolvidos nas relações de mercado, particularmente as das comunidades pobres. A redução da pobreza é um compromisso chave das nações unidas, e atualmente abordagens de mercado são promovidas como um meio para reduzir a pobreza, especialmente entre os organismos internacionais. Uma estratégia consiste em conectar empreendimentos em comunidades pobres com mercados internacionais. No entanto, pesquisas anteriores mostram que essas abordagens de mercado têm sucesso variado em algumas ocasiões e em outras não.

Realizamos um estudo de casos comparativo de três empreendimentos em comunidades pobres urbanas e rurais que recebem apoio de um organismo internacional. Em seguida, analisamos nossos dados para determinar quais mecanismos levaram a discrepâncias nas percepções de cada ator envolvido em relação à redução da pobreza.

Nosso estudo identifica três mecanismos que explicam as discrepâncias nas percepções dos atores envolvidos em relação às abordagens de mercado para a redução da pobreza: ‘desvinculação dos mercados da pobreza’, onde o apoio aos empreendimentos pode paradoxalmente separá-los das comunidades pobres; ‘estresse de sobrecarga’ que captura situações em que os empreendimentos não podem cumprir sua função de redução da pobreza por meio de suas atividades no mercado devido à expectativa de fazê-lo, mesmo que implicitamente, sobrecarregando o empreendimento; e ‘divergência de valores’ que mostra que os atores envolvidos frequentemente avaliam de maneira diferente o impacto das abordagens de mercado na pobreza.

Propomos que um aspecto-chave da redução efetiva da pobreza por meio de abordagens de mercado que façam contribuições substanciais e a longo prazo é monitorar as relações e a eficácia percebida entre todos os atores envolvidos nessas abordagens, incluindo as próprias comunidades pobres.

Consumers and businesses are becoming increasingly conscious of sustainable business practices and are often willing to pay a premium for responsibly sourced and manufactured products. Many countries and organizations have implemented regulations and standards for sustainability and companies face penalties or are barred from exporting for not meeting the requirements. Rooted in the resource-based view theory, this study aims to test a moderated mediation model to improve the sustainability performance of exporting firms.

Textile firms generating more than 25% of export revenues were targeted for this research. The data collected from 245 middle management-level employees were tested for reliability and validity. The structural equation modelling in AMOS 26 was used to test hypotheses.

Organizational readiness for green innovation (ORGI) has a direct positive effect on sustainability performance. The mediation analysis implies that ORGI translates into sustainability performance through improvement in green innovation performance. The moderating effect of knowledge integration highlights the importance of being prepared internally and actively seeking and incorporating external knowledge to improve green innovation performance.

The findings offer a solid foundation for informed decision-making, policy development and strategies to improve sustainability performance while aligning with the global nature of the textile industry and its inherent challenges. The proposed model and practical implications guide policymakers and managers of exporting firms to foster a culture of green innovation to leverage the effect of their readiness for green innovation on sustainability performance.

This study aims to investigate the impact of equity ownership structure (i.e. CEO ownership, board chair ownership and institutional ownership) on internationalization of firms. The moderating role of international experience of board chairs is also examined.

This study uses Compustat-Capital IQ data from Standard &Poor’s. The sample of this study includes 309 US multinational corporations representing different sectors. The parameters were estimated by using the ordinary least squares regression with the SPSS statistical package.

The finding of this study suggests that CEO ownership and board chair ownership have a significant, positive impact on the degree of internationalization of firms, whereas institutional ownership has a negative impact. The predicted moderating role of international experience of board chairs has found mixed results.

This study contributes to the literature by taking a holistic approach to examine the impact of equity ownership types (i.e. CEO ownership, board chair ownership and institutional ownership) on firms’ degree of internationalization. To the best of the authors’ knowledge, this research is also the first to investigate the impact of independent board chairs’ equity ownership and international experience on internationalization.

Uzbekistan, a former Soviet Union state whose population is 96% Muslim, is aiming to penetrate the global halal market. Since 2016, its government has been committed to establishing a halal economy, purportedly comprising halal product exports and inbound halal tourism services. Given that a conducive halal ecosystem is a critical condition for creating and sustaining a viable halal economy, the current condition of the halal industry in the country must be diagnosed. For this purpose, we developed a diagnostic framework based on the halal principles and the Viable System Model (VSM) to identify the existing players and stakeholders in the halal industry ecosystem in Uzbekistan and their respective roles and functions, as well as the information flows amongst them.

The study utilised the qualitative methodology with the data gathered mainly from in-depth interviews with industry experts and consumers in Uzbekistan.

The findings revealed that the country has considerable potential to develop its halal tourism market due to its beautiful landscape, rich history and cultural heritage, which is supported by a full-fledged development policy. Uzbekistan's industrial sector exhibits substantial readiness to serve the Muslim market; however, the country lacks a specific policy for the development of the halal manufacturing export industry.

Our findings generate emergent themes that are relevant to the operations and future viability of halal industry of a Muslim country in a transitioning economy. These emerging themes further strengthened existing conceptualisation of the Viable System Model in terms of the elements of the environment and the function of policymaking in contributing toward a system's viability. Implications of the findings and suggestions for future research are also provided.

Industry 4.0 is recognised as a competitive strategy that helps implementers optimise their value chain. However, its adoption poses several challenges. This study investigates and ranks the drivers and barriers to implementing Industry 4.0 in the Thai sugar industry, the world's second-largest sugar exporter. It also evaluates the industry's readiness for Industry 4.0.

The drivers and impediments were identified based on a systematic literature review (SLR) and further investigated using a questionnaire, expert interviews, Pearson's correlation and nonparametric statistical analyses. The IMPULS model was used to assess the industry's readiness.

Most companies expect to minimise costs, develop employees and improve various elements of operational performance and data tracking capability. Thai sugar producers are still at a low readiness level to deploy Industry 4.0. High investment is the major challenge. Small businesses struggle to hire competent employees, collaborate with a highly credible technology provider and adapt to new solutions.

The findings can serve as a benchmark or guide for sugar manufacturers and companies in other sectors, where Industry 4.0 technologies are not yet widely utilised, to overcome existing roadblocks and make strategic decisions. They can also assist governments in developing policies that foster digital transformation and increase national competitiveness.

There is a scarcity of research on Industry 4.0 execution in the sugar industry. This study addresses this gap by investigating the reasons for the hesitancy of sugar producers to pursue Industry 4.0 and proposing solutions.

This study aims to assess readiness for climate change mitigation in the Kingdom of Bahrain.

Two stages were followed aiming at understanding the situation related to climate change mitigation in Bahrain and assessing the mitigation readiness. Baseline and mitigation scenarios for the period 2019–2040 were developed using the Low Emissions Analysis Platform software based on historical emissions and energy data for the period 1990–2018. Using the analytic hierarchy process, the mitigation readiness was assessed by 13 experts, and priority areas for mitigation action were identified.

CO₂e emissions are projected to grow continuously. However, no explicit climate change strategy is in place yet. Mitigation is tackled implicitly through energy efficiency and renewable energy initiatives. These initiatives can make 23% reduction in CO₂e emissions by 2040. Adopting additional measures is needed to achieve the recently set emission reduction target of 30% by 2035. The findings revealed potential areas for improving mitigation efforts in Bahrain. Priority areas for mitigation actions, as identified by experts, were mainly related to policy and governance. Focus needs to be paid to the social aspect of climate change mitigation.

Literature on mitigation readiness in developing countries is sparse. Knowledge of the requirements for climate change mitigation and assessment of the country’s performance can prioritize areas for improving mitigation action. Several lessons can be learnt from the case of Bahrain. In addition, the adopted methodology can be applied to other developing or Arab countries at local or institutional levels. However, its application to specific sectors may require adjustments.