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Article
Publication date: 8 June 2021

Szymon Kaczmarek and Richard B. Nyuur

This paper aims to revisit the long-standing in the management literature argument of “matching managers to strategy” in the new empirical context of the top management…

Abstract

Purpose

This paper aims to revisit the long-standing in the management literature argument of “matching managers to strategy” in the new empirical context of the top management team (TMT) and firm internationalisation. The purpose of this paper is to examine the consequences of matching nationalities of the TMT members to the multinational corporations’ (MNC) countries of operation.

Design/methodology/approach

This research is based on the quantitative methods. The authors use the traditional regression analysis, with the ordinary least squares estimation, in the moderated multiple regression models.

Findings

The study findings point to the importance of the asset-based exposure to international environments for the benefits of the TMT nationality matching to materialise. They re-affirm the critical remarks on the early “matching managers to strategy” frameworks, which indicated that the effectiveness of matching is underpinned by the detailed specification of the matching contingencies that influence the matching process.

Originality/value

The measure of matching the TMT foreign nationals to the MNCs’ host countries constitutes a novel way of capturing the TMT internationalisation, as opposed to measuring the incidence of foreigners on the TMTs or the TMT nationality diversity variable. It therefore underlines the aspect of matching in terms of the cultural fit between the TMT nationalities and countries of MNCs’ operations.

Details

Multinational Business Review, vol. 29 no. 3
Type: Research Article
ISSN: 1525-383X

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Book part
Publication date: 4 March 2021

Leonardo B. Barbosa, Jorge Carneiro, Camila Costa, Filip De Beule, Rafael Goldszmidt and T. Diana Macedo-Soares

Through a systematic review of the literature, this study analyzes the empirical literature on the adoption of environmental sustainability strategies in order to identify…

Abstract

Through a systematic review of the literature, this study analyzes the empirical literature on the adoption of environmental sustainability strategies in order to identify (i) the main conceptual aspects by which environmental sustainability strategies can be conceived of, (ii) the main determinants of the adoption of such strategies, (iii) the expected impacts on the company’s international performance, as well as (iv) the mechanisms that mediate the effect of environmental sustainability strategies on international performance. This study thereby offers propositions about the relationships between environmental sustainability strategies, their determinants (both in relation to the institutional environment and to the company’s domain), and their performance implications.

Details

The Multiple Dimensions of Institutional Complexity in International Business Research
Type: Book
ISBN: 978-1-80043-245-1

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Article
Publication date: 11 March 2005

Amonrat Thoumrungroje and Patriya Tansuhaj

Building on the entrepreneurship, marketing and strategic management literature, we propose a conceptual model to investigate the effects of entrepreneurial strategic…

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775

Abstract

Building on the entrepreneurship, marketing and strategic management literature, we propose a conceptual model to investigate the effects of entrepreneurial strategic posture (ESP), perceived environmental uncertainty and international diversifi cation strategy on performance. The ESP‐International diversification‐Performance relationship is investigated using a contingency framework. Entrepreneurial strategic posture is postulated to influence the use of international diversifi cation strategy of entrepreneurial fi rms. Moreover, perceived environmental uncertainty is hypothesized to strengthen the relationship between a firm’s entrepreneurial strategic posture and international diversification strategy, which ultimately affect the firm’s performance. Propositions for further empirical studies are provided in addition to managerial and theoretical contributions.

Details

Multinational Business Review, vol. 13 no. 1
Type: Research Article
ISSN: 1525-383X

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Article
Publication date: 19 November 2006

Rangamohan V. Eunni and James E. Post

Based on a review of over 450 articles on multinational enterprises published in leading management journals from 1990‐2000, we identified eighteen issues that had engaged…

Abstract

Based on a review of over 450 articles on multinational enterprises published in leading management journals from 1990‐2000, we identified eighteen issues that had engaged the attention of academic scholarship and evaluated their topical relevance. Ironically, very few of them addressed two of the most pressing issues facing business and society at the turn of the last millennium: terrorism and socio‐economic inequality. These glaring omissions suggest a gap between academic scholarship that focuses on “what is,” and research that speculates as to “what could be.” Suggestions are offered on how to close this important gap in the fi eld of international business.

Details

Multinational Business Review, vol. 14 no. 3
Type: Research Article
ISSN: 1525-383X

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Article
Publication date: 25 May 2012

Fernando Fastoso and Jeryl Whitelock

The purpose of this paper is to address the issue of the implementation of international advertising strategies by first introducing a framework of four options that…

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3212

Abstract

Purpose

The purpose of this paper is to address the issue of the implementation of international advertising strategies by first introducing a framework of four options that multinational enterprises (MNEs) can use to implement such strategies and second by drawing on contingency theory to develop and test hypotheses relating to how environmental factors and company characteristics affect such implementation.

Design/methodology/approach

Hypotheses are tested using web‐survey data obtained from 182 Latin American managers based in the Mercosur trading bloc.

Findings

Findings show that the choice of implementation process option is contingent on the environmental factor, cultural homogeneity and the company characteristics subsidiary size and MNE country‐of‐origin, yet not on regional economic integration.

Research limitations/implications

This exploratory study contributes to advertising theory by offering an alternative approach to the consideration of the international advertising standardization question that focuses on the implementation of strategies rather than on their development. The findings further confirm the theory of regional multinationals in the context of international advertising decisions.

Practical implications

The study presents practitioners with four distinct approaches to implementing their international advertising strategies as well as with clear guidelines as to how managers should implement those strategies depending on the specific benefits of standardization they want to achieve.

Originality/value

To the knowledge of the authors, this study is the first to specifically address the implementation of international advertising strategies.

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Article
Publication date: 24 July 2007

Ho Yin Wong and Bill Merrilees

The purpose of this study is to empirically examine the inter‐related relationships among various branding issues such as brand orientation, brand re‐positioning, brand…

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18880

Abstract

Purpose

The purpose of this study is to empirically examine the inter‐related relationships among various branding issues such as brand orientation, brand re‐positioning, brand performance and international marketing issues in terms of international marketing strategy, financial performance, control of international marketing activities, international commitment and macro‐marketing environment.

Design/methodology/approach

A mail survey with 315 useful samples drawn from the Austrade database was conducted. The steps suggested by Churchill, Cheng and Andersen and Gerbing were rigorously followed to purify the constructs and measurement models. Finally, structural equation modelling using partial disaggregation method was performed to test the whole structured model.

Findings

The results from structural equation modelling method confirm significant relationships between the constructs in the model. All major fit indices from structural equation modelling analysis show satisfactory results for both the measurement models and the structural model.

Research limitations/implications

The findings provide insight to international marketers with regard to deploying resources, establishing strategy and adapting the strategy to the culture within overseas markets. Judicious investments in finance and personnel are required for overseas expansion. International branding strategy can be used to enhance a firm's brand and financial performances abroad.

Originality/value

The major values of this study are the establishment of the role of branding in international business. Both brand orientation and brand repositioning have significant impacts on international marketing strategy, which in turn positively affects a firm's performance. Developments of new constructs such as brand orientation, brand repositioning, brand performance and cultural aspects are statistically validated.

Details

International Marketing Review, vol. 24 no. 4
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 August 1997

Nikolaos Papavassiliou and Vlasis Stathakopoulos

In the international marketing literature the issue of advertising standardization has ignited a lively and heated debate among academics and managers alike. However, the…

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27937

Abstract

In the international marketing literature the issue of advertising standardization has ignited a lively and heated debate among academics and managers alike. However, the decision whether to standardize or not cannot be considered a dichotomous one. Develops a comprehensive framework to capture the relevant factors that determine the selection of the appropriate international advertising strategies and tactics. More specifically, first identifies three broad sets of factors (“local”, “firm” and “intrinsic”) which influence international advertising decisions. Then proposes that the standardization and adaptation of international advertising strategies represent the polar ends of a continuum of transitional stages. Finally, discusses the ways and the degree to which international advertising strategies can be adapted to different situations.

Details

European Journal of Marketing, vol. 31 no. 7
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 26 April 2011

Emilio Ruzo, Fernando Losada, Antonio Navarro and José A. Díez

The purpose of this paper is to use the resource‐based view (RBV) to analyze the influence of the resources available for the export activity (deriving from the firm's…

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4629

Abstract

Purpose

The purpose of this paper is to use the resource‐based view (RBV) to analyze the influence of the resources available for the export activity (deriving from the firm's size, experience and structure) and the international marketing strategy on export performance.

Design/methodology/approach

A sample of Spanish companies is analyzed using logit modeling.

Findings

The results show that the resources available are essential antecedents of the type of export strategy chosen by the firm to compete in international markets and of its export performance. Likewise, although the international expansion strategy adopted does not affect export performance, the decision about whether to standardize or adapt the marketing‐mix elements does have an impact.

Originality/value

The paper tries to solve the problem arising from the contradictory results on the effect of export performance antecedents using the RBV as theoretical foundation. With that purpose, the authors analyze jointly the factors proposed as potential determinants in this research.

Details

Management Research Review, vol. 34 no. 5
Type: Research Article
ISSN: 2040-8269

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Article
Publication date: 8 July 2020

İlayda İpek

Given the fact that emerging economies have idiosyncratic characteristics, international marketing strategies of emerging-market exporting firms have been firmly…

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1712

Abstract

Purpose

Given the fact that emerging economies have idiosyncratic characteristics, international marketing strategies of emerging-market exporting firms have been firmly acknowledged to be rather peculiar compared to exporting firms based in developed countries. In this sense, it is therefore incumbent to synthesize the stream of research on international marketing strategy with a particular focus on emerging-market exporting firms. Accordingly, the main purpose of this study is to critically assess the related empirical body of research, and to build a conceptual framework for further development by drawing on the knowledge gaps identified.

Design/methodology/approach

To serve the research objective, this study adopts a systematic literature review methodology. In this sense, 51 articles were content-analyzed as to theoretical underpinnings, scope of research, research methodology, and empirical issues; and a comprehensive conceptual framework and research propositions were developed.

Findings

The findings of this review delineate that the pertinent literature is characterized by some contextual, methodological, and empirical weaknesses. In a nutshell, although the last decades have witnessed a burgeoning interest; the pertinent literature is still at the introductory stage and needs additional improvement.

Originality/value

By addressing the research gap concerning the requirement to synthesize and compile the empirical line of research on international marketing strategy of emerging-market exporting firms, this review study provides novel and valuable insights into the existing knowledge on the subject.

Details

International Marketing Review, vol. 38 no. 2
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 17 June 2004

Juan Florin and Alphonso O. Ogbuehi

Strategy and marketing scholars look at strategic issues from different points of view and attempt to explain strategic choice and performance from their unique…

Abstract

Strategy and marketing scholars look at strategic issues from different points of view and attempt to explain strategic choice and performance from their unique perspectives. This paper combines these perspectives in the context of international ventures and develops a conceptual framework integrating international marketing strategy decisions with entry mode decisions. The resulting contingency framework extends the hierarchical entry‐mode decision model and allows for a better specification of the strategy‐performance relationship in international business.

Details

Multinational Business Review, vol. 12 no. 2
Type: Research Article
ISSN: 1525-383X

Keywords

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