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Advances in technology, operations research, and data driven pricing and marketing are leading pricing strategy into new and untested waters – toward dynamic pricing, and variable pricing strategies, which ultimately require changes in how we view pricing strategy. The dominant view of pricing strategy is that pricing goals, objectives, and strategies should be formulated a priori, and should be consistent with marketing and corporate strategies – deliberate pricing strategy. This chapter argues that firms need to develop new strategic pricing skills that lead to more improvisational, innovative, or adaptive pricing strategies. I call this type of price strategy-making emergent pricing strategy. Innovative pricing strategies that the organization judges, or senses to be effective, are repeated, shared, expanded, and refined into successful pricing patterns that, over time and across situations, become pricing strategy. Thus, rather than specifically designing pricing strategy to achieve a goal, here the organization acts upon a price innovation that seems to make sense for this customer, this market segment, this setting, and this situation, then interprets the outcomes, signals, and reactions that seem to flow from the pricing action, and shares and encourages adoption and adaption by others in the organization. Emergent pricing strategy is particularly useful in unstable, turbulent, and complex product and market environments in which price-sensitive buyers wield significant power and influence.

Grounded in strategic choice and resource-based views, this study aims to investigate the antecedents and consequences of relational strategic emphasis of foreign subsidiaries operating in Thailand. Four types of relational strategies were identified with associated differential performance outcomes.

Data collected via self-administered surveys from a diverse sample of 168 foreign subsidiaries were analyzed in two stages. First, multinomial logistic regression was used to test whether resource-bridging capability, nonmarket-based assets and market-based assets were significant predictors of relational strategy type. Then, multivariate analysis of variance was used to determine whether the four relational strategy types differed in their strategic performance and financial performance.

The three resource-based motives are significant predictors of relational strategy. Firms adopting the “dual-relational” strategy tend to have the highest level of resource-bridging capability and nonmarket-based assets while firms pursuing the “business-oriented” strategy are likely to possess a higher level of market-based assets. Extensive reliance on relational ties enables foreign subsidiaries to achieve a much higher level of strategic and financial performance than those that chose to only rely on transactional or contractual relations.

Foreign subsidiaries operating in emerging markets characterized by an unstable market environment have to establish good relationships with buyers, suppliers and distributors, as well as government agents.

Using a juxtaposition of political and business ties, a typology of the relational strategy was conceptualized. This study extends non-market strategy research by investigating the relationship between resource and capability in the choice of relational strategy. Diverse degrees of political and business ties show different impacts on strategic and financial performances.

This study aims to test a model in which the effect of strategic information technology (IT)-business alignment on organizational agility is examined by the moderating influence of environmental uncertainty.

This research utilizes a matched-pair survey data collected from 300 IT and business executives working in various privately owned Indian financial enterprises, and structural equation modeling is used to examine the alignment–agility linkage.

The analysis demonstrates the positive effect of alignment on agility (studied as business process and market responsive agilities), and alignment is more effective on business process agility than market responsive agility. However, the moderation analysis reveals that in a highly uncertain environment, alignment has more effect on market responsive agility but not on business process agility.

Although previous studies (mostly conducted in the context of developed countries) have reported about the positive IT-business alignment and organizational agility linkage, the literature is silent regarding the influence of external contingent factors on this relationship from a developing country perspective. The authors have conceptualized alignment on the basis of strategic alignment maturity model and meticulously examined its relationship with both categories of agility. This research extends the alignment-agility theory and provides empirical support for this unique association from a developing country (i.e. India) perspective, and thereby, greatly contributes to the alignment literature.

The purpose of this paper is to identify and understand the obstacles and drivers of financial investors while deciding upon investment opportunities in emerging markets.

Relevant factors for financial investors in emerging markets were identified through a literature review and a series of expert interviews. Identified factors were broadly grouped into three categories, namely, microeconomic aspects, macroeconomic aspects, and aspects of the functionality of the local banking system. Finally, an expert panel (Delphi) technique is used to validate the findings in cocoa industry in Ivory Coast.

A decision-making framework that enables the evaluation of the attractiveness of an industry in emerging market from a financial investor perspective is developed and its application is demonstrated on the cocoa industry in Ivory Coast. Probability and consensus of the projections for the individual decision elements are tabulated along with the insights into both encouraging and discouraging aspects.

Current study is a timely contribution to the call for papers in the research literature to develop frameworks that are contextualized in emerging markets. Similar to any other qualitative study, this study lacks the generalizability of results. But, the framework developed can act as a starting point toward the generalizability of the findings in future.

Decision elements identified in this study can act as a checklist for financial investors and top management to choose the elements that are relevant to the investment problem being dealt by them. Also, the study can act as a handy demonstration to practitioners for applying the framework using expert panel.

A major challenge of the investment environment in emerging market is the non-availability of quality information on the potential investment opportunities. In this study, the authors suggest a framework to overcome this information asymmetry challenge and expect it to promote financial investments in emerging economies which in turn will improve the quality of life of people in these economies.

First study to present an approach to help financial investors to conduct profound evaluation and gain more in-depth insights into the future investment opportunity attractiveness of a particular industry in an emerging market.

The purpose of this paper is to develop a benchmarking framework for identifying different indicators and their importance in forming the strategic position of Thai bond markets in competitive economies using Strategic Position and Action Evaluation (SPACE) matrix framework.

The Delphi approach is deployed for indicator selection and the framework validation. A questionnaire survey is then used to assess the importance of different factors determining the strategic bond market development and competitiveness using the Analytic Hierarchy Process (AHP) model.

A group of experienced bond market experts assign different levels of importance for each key factor under a given dimension to reach consensus. The results reveal that there are 17 factors affecting the strategic development and competitiveness of the bond market. Among four aspects under the framework, the financial strength dimension is considered by the experts as the most dominant aspect to strategic bond market development, followed by competitive advantage, industry strength, and environment stability, respectively.

The benchmarking framework developed in this study is useful for guiding measurement and assessment of the strategic position of bond markets in the competing environment.

The author proposes for the first time a conceptual framework based on macro-level data to assess the strategic bond market development and competitiveness using SPACE matrix method. The study employs the Delphi’s technique and in-depth interview with bond market experts to build indicators for each dimension under the framework. Second, this paper also applies the AHP to discover the order of relative importance for the indicators identified by the experts through pairwise comparison to reach consensus, which has never been conducted before.

This study aims to contribute to the supply chain management (SCM) literature differently. It offers insightful information about the main enablers that affect supply chain efficacy (SCE). Therefore, this study examines the significant roles and the relationships between SC absorptive capacity, SC risk mitigation, supply chain agility (SCA) and supply chain integration (SCI) among manufacturing firms (MFs) in the Middle East region.

This paper performed a quantitative survey-based study to analyze the substantial roles of SC absorptive capacity, SC risk mitigation, SCA and SCI on SCE. Thus, the authors conducted an online survey through 260 MFs that are listed in the Chamber of the industries of Jordan, Egypt and Turkey that only responded by email. The main respondents were chief executive managers, operations managers, managers and logistics employees from both mid and top levels. The conceptual model was tested by using a hypothesis-testing deductive approach. The findings are based on covariance-based analysis and structural equation modeling (SEM) using partial least squares (PLS)-SEM software.

The PLS-SEM clearly shows a significant relationship between SC absorptive capacity, SCA and SCI on SCE, while surprisingly still, SC risk mitigation does not significantly affect SCE. Further, the outcomes of this study indicate that there is a significant effect of SCA as a mediating factor in the relationship between SC absorptive capacity and SCE directly and indirectly, as well as a moderating effect of SCI in the relation, whereas there is a nonsignificant effect by SC risk mitigation. Finally, there is a significant effect of SCI in the relationship between SC absorptive capacity and SC risk mitigation on SCE as a moderating factor.

This study introduces a theoretical insight and empirically presents that both SCA and SCI are proper logistics characteristics for mediating and moderating the impact of SC absorptive capacity on SCE. Such findings of this study can provide insightful implications for managers at different levels in MFs, stakeholders and policymakers regarding the importance of using the three mentioned enablers on SCE in MFs, in the Middle East firms, in particular, and in developing countries, in general.

This conceptual paper argues that the emergence of Internet commerce is presenting a significant challenge to traditional internationalization explanations. Given rapid accessibility to customers and suppliers around the world, businesses appear to be turning towards networks of cooperation rather than external control structures. International supply chain management is proposed as a process of internationalization representing the implementation of a global uncertainty‐driven new network orientation. A network orientation is proposed to encourage more integrated levels of I‐commerce adoption which, in turn, further strengthens the relationship between a network orientation and its implementation. A number of propositions are presented along with a discussion of future research issues.

In the era of digital evolution, companies are increasingly deploying digital platforms to optimize operational efficiencies and to connect with customers more directly. However, little is known about whether and how companies can leverage digital platforms to enhance their brand prestige. Integrating insights from the resource-based view of the firm into the branding literature, this study aims to compare and distinguish the effects of the two digital platform functions, technical and social functions, on a company’s brand prestige. This study also assesses the moderating roles of two institutional factors, market uncertainty and brand imitation.

This study estimates a moderated regression model using a survey of 240 companies in China that deploy digital platforms. This study uses SPSS 24.0 to perform regression analysis.

The study finds that technical functions positively, whereas social functions negatively affect brand prestige. Moreover, the technical functions of digital platforms are more beneficial for companies to build their brand prestige when the market is turbulent and the extent of brand imitation is high, whereas, under the same conditions, social functions lead to lower brand prestige.

There are several limitations of this study that offer future research opportunities. First, due to the difficulties of data collection, measures were taken from the same source for which common method bias could be a potential concern. Second, this study considered two institutional boundary conditions in these models. Future research should consider mediators as well as other potential moderators to understand the underlying mechanisms of how digital platforms affect brand prestige. Third, future studies may develop better constructs to manifest these two types of digital platform functions. Finally, this sample was limited to companies in China.

This study provides important implications for companies leveraging digital platforms to build brands. First, companies must distinguish between the different functions of digital platforms. The findings reveal that companies that leverage digital platforms to build brand prestige are suggested to make greater use of technical functions yet should be cautious in developing social functions. Second, this research suggests although market uncertainty and brand imitation are not conducive to enhancing brand prestige, it is possible for companies to take advantage of these unfavorable environments to better serve niche customers.

Prior marketing studies emphasize the benefits of digital platforms and largely overlook the double-edged sword effect of digital platforms on companies’ brand building. This study contributes to the marketing literature by revealing the benefits of technical function and the challenges of social function in driving brand prestige in complex institutional settings.

This paper aims to investigate the linkages among foreign direct investment (FDI – greenfield and mergers and acquisitions [M&A]) decisions and equity market returns and volatilities. The main premise is that FDI decisions by multinational enterprises (MNE) are influenced by risk and uncertainty indicated by equity market returns and volatilities in the destination (host) countries. This is so because the events on the stock markets in general and their volatilities in particular signal the vitality of the investment climate of the target market. Understanding volatility in capital markets is important for determining the cost of capital and for evaluating direct investment and asset allocation decisions.

Surveys and structured interviews were conducted with senior managers of 11 MNEs based in the USA to collect the data used in this study from November 2017 to October 2018. The paper investigates if FDI decisions of the MNE managers are influenced by risk and uncertainty indicated by equity market returns and volatilities. The paper endeavors to make a contribution to the IB literature in highlighting the role played by equity returns and volatilities in FDI decisions and therewith attempts to integrate finance (capital markets) with international business/strategic decision-making.

Capital market performances (returns and volatilities) were found to influence the country choice for location of production facilities (FDI – both greenfield and M&A decisions) as well as timing of the FDI by a MNE. In other words, the share of production capacity optimally located abroad and M&A activities are affected by capital market returns and volatilities.

The aim of this study is to examine how and in what way authentic leadership and affective employee commitment foster the learning organisation in the context of transitional market conditions. Acting as role factors, their relationships with the learning organisation were examined simultaneously, at leadership and employee level.

The study was conducted on a sample of 500 employees from various industries of Serbian transitional economy. For the research purposes, structural equation modeling (SEM) methodology was used.

The findings reveal that authentic leadership and employee commitment both play an important role. Specifically, authentic leadership directly and indirectly affects the learning organisation. The indirect effect is partially mediated by the employee affective commitment.

The focus of this study is limited to the role of authentic leadership in fostering the learning organisation. Apart from leadership and employee commitment, it might be assumed that other variables have the potential to play a role in fostering the learning organisation as well.

To the best of the authors’ knowledge, no previous study has focused on authentic leadership and employee commitment as an “enabling-mechanism” in fostering learning organisations in the context of transitional economies. Consequently, this paper provides theoretical and practical implications on how and in what way they impact a learning organisation by empirically studying them in the context of transitional market conditions.