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This book chapter takes an institutional perspective on competing logics in global markets concerned with sustainability values and how market actors in the form of buyers and sellers attempt to solve these conflicting situations. We do this by identifying competing institutional logics in global market contexts aiming for sustainability values, together with techniques for navigating these competing institutional logics in the organizational field studied. As an empirical illustration, we use a case study of buyers and sellers in two different markets where sustainability has come into focus for their market relationships. This viewpoint allows us to better understand how global market actors deal with the competing institutional logics in their market context. We make three contributions with this research: firstly, we identify the institutional logics in global markets towards sustainability; secondly, we demonstrate how global market actors prioritize among the competing logics and their market relationships and thirdly, we outline what this means for the relationship between buyers and sellers in global markets towards sustainability.

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.

This paper discusses the evolving nature of the symbolic meaning of the 2014 FIFA World Cup in Brazil. Exploring the kratophanous power of soccer in Brazil, we seek to explain how the relationship that Brazilians had with the 2014 FIFA World Cup reflects profound changes in a mutating society that has deep emotional connections with soccer but at the same time has started to reject the misuse of public resources and struggles to see corruption as a fact of life.

The authors conducted a netnography on Facebook communities and on Instagram, reviewed documentaries and short films, as well as press articles on the subject. Data was collected both retrospectively and concurrently. Analysis used open coding, moving up from the emic meanings extracted from the texts to an etic account of the phenomena (Cherrier & Murray, 2007; Thompson, 1997; Thompson & Haytko, 1997).

We argue that the duality of the Brazilian culture and the kratophanous power of soccer help understand the evolving nature of the relationship Brazilians had with the 2014 FIFA World Cup. We sustain that soccer in Brazil is viewed both as a sport – representing democracy and the hope of social mobility – and as an industry – echoing dissatisfaction with the status quo. Even if ideologically opposed to what the event represented, consumers were bound by very strong cultural connections built around soccer as a sport, a national passion. This changing nature of feelings and attitudes echoes marketplace tensions of a country passing through a democratization maturity process and of a culture in which its citizens find it easier to attempt to be many things at the same time than to take a stand.

This research analyzes the role of social tensions and national passions in relation to a global industry (soccer) and a mega event (the FIFA World Cup). We have looked at the influence of macro cultural forces and tension forces in a sporting event as our findings cannot be understood outside the context of network-based power (Labrecque, vor dem Esche, Mathwick, Novak, & Hofacker, 2013) with Brazilians mobilizing the structure of social networks in favor of their contextual interests. The tense and dynamic political environment in which this research was conducted shed some light on why the #naovaitercopa changed its meaning overtime.

The context of this research contributes to the literature on boycotting (Kozinets & Handelman, 2004; Lee, Motion, & Conroy, 2009), considering that most previous studies had not extensively explored situations where protests arise, obtain significant engagement, yet end up being unsuccessful. We answers the call made by Izberk-Bilgin (2010) for understanding how and why consumer attitudes toward certain types of consumption may change overtime and we demonstrate how the FIFA World Cup possesses kratophanous power in Brazil, and how this characteristic, which is strongly rooted in local culture, contributed to the failure of the boycott.

Incorporating local space, matter, and society into our concepts of the global in analytically compatible ways poses a major challenge for contemporary scholars of both world systems and globalization. Many analysts ignore both materiality and locality of production. They assume the global as their point of departure, and attempt to incorporate the local into it. In this chapter, we aim to reverse that logic. We will take into account and theorize the interaction of natural and social processes. In other words, we will integrate ecologic or materio-spatial logic with sociologic within the economic logic of global markets.

As components of society, social classes contain individuals who are carriers of productive relationships. In the era of global capitalism, chains of accumulation are functionally integrating across borders and regions – uniquely altering the formation of productive relationships. How can we understand class relations in the global era, and in the context of regions and countries in Oceania and Asia? How do transnational capitalist-class fractions, new middle strata, and labor undergird globalization? How have state apparatuses and other institutions in this part of the world become entwined with new transnational processes? To begin to consider these questions, this paper provides an overview and summary of studies on transnational class relations and the associated political economic changes occurring across areas of Asia and Oceania.

The purpose of this article is to present a framework that allows an ampler understanding of the evolution process tracked by companies in the pursuit of strategies for sustainable development, taking into account the increasing awareness of the social and environmental pressures facing business.

The article adopts an interdisciplinary approach, using the complexity standpoint, allowing the articulation of the main axis of this study: sustainable development, organizational strategies and organizational learning.

Consideration of the type of learning undertaken by companies to advance in the direction of strategies oriented to sustainability. This is analyzed in light of the complexity theory, showing the need of transformations in the individual values, a transformation that will reflect itself in the organization and in society.

No empirical research is conducted to analyze the importance of the learning type for the orientation to sustainability in companies. Future research may verify this importance.

The article points to the need for sustainable business actions that are oriented to people and society in general. Some propositions can help managers to manage the considerable difficulties dealing with sustainable development pressures.

The text deepens the understanding about the evolution towards sustainability oriented strategies, considering the learning type as a key concept. It operationalizes the contributions of the complexity theory, according to the view of Edgar Morin (a French perspective). This allows a different comprehension of the non linear behavior patterns that are common in the organizations.

The accounting regulation literature has recently devoted a significant degree of attention to delineating the roles of accounting firms as key professional actors in the transnational policy arena. Such a heightened level of scholarly engagement with firms seems to have shifted the focus away from the roles of the national professional institutes. The purpose of this paper is to demonstrate the importance of not losing sight of the national professional bodies as important players on the transnational governance scene.

The accounting regulation literature has recently devoted a significant degree of attention to delineating the roles of accounting firms as key professional actors in the transnational policy arena. Such a heightened level of scholarly engagement with firms seems to have shifted the focus away from the roles of the national professional institutes. The aim with this paper is to demonstrate the importance of not losing sight of the national professional bodies as important players on the transnational governance scene.

The paper provides empirical illustrations and discussion of the transforming agendas and strategies of influence pursued by various national professional bodies as they attempt to reinvent themselves to face up to the challenges of the changing regulatory landscape. Specifically, the paper analyses a range of activities where such bodies are seen to be competing with each other as well as partaking in a variety of collaborative initiatives in their quest to gain/maintain the status of a global/regional professional thought leader.

The paper is designed to encourage renewed academic debate on the roles and strategies of national professional institutes and highlight opportunities and venues for future research. The paper is also suggestive of the need to refine conceptual perspectives on professionalization processes operational in transnational settings.

The accounting literature is lacking in terms of contemporary study of national professional bodies as active institutions with global ambition and strategies of influence. This paper addresses such a shortcoming by analysing the strategic intent and actions of a range of such bodies (revealing, in the process, a quite fascinating complex of activity, competition and cooperation) and calling for a renewed focus on national professional bodies as a way of enhancing contemporary understanding of the workings of the “global accounting profession”.

In the 21st century, placing higher education institutions in the global world has become the norm. Therefore, many higher education institutions in Ghana and across the globe have set out to internationalise or become world-class universities as part of their strategic ambitions. Thus, finding ways to become visible on a global scale and transcend beyond the countries in which they operate has become of major interest to most universities. The authors of this chapter were curious to determine how universities adopt imported organisational templates as a strategic ambition. One should not assume that the semblance of such imported concepts is mere institutional isomorphism stemming from internationalisation and globalisation. The study employed semi-structured interviews and institutional documents as data collection tools among ten (10) university actors in a flagship university in Ghana. The study used postcolonial theory to critically examine the drivers and current practices embedded in dominant hegemonic global discourses, such as internationalisation. The findings revealed that the drivers and reforms underpinning university internationalisation ambition are framed within economic rationalities, producing human capital, self-marketisation to promote visibility, and a quest for global competition couched within global neoliberal ideology. The study recommends the need for university actors to (re)focus and (re)evaluate university internationalisation discourse to ensure a balance between local relevance and global forces.