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Innovation, marketing, strategic decision making.

Advanced undergraduate, MBA/executive education.

Zwack Unicum is an enduring icon of Hungarian business and culture having survived many generations of change. The case describes historical development of Zwack Unicum focusing on the years after 1989 through EU Accession of Hungary in 2004, while the company shifted away from a family business to become a publicly traded company. Elements hint at how corporate governance changes incentivize and constrain decisions of top management. The marketing strategy called “Innovate on tradition” is examined and it demonstrates how product and marketing innovation can be led by leveraging tradition, and how companies in emerging markets faced with competition from established developed-country brands can use local culture to outmaneuver attempts at market-share capture. Threats explored include the impact of a global economic crisis on sales domestically and internationally, and the changing demographics in their primary places of commercial activity (an overall aging and decreasing population in tandem with a growing minority population). Management must find a balance between short-term and long-term strategic decisions and revisit the sustainability of a marketing strategy associated with messages that are not necessarily preferred by a growing number of their consumers.

To understand the need for wide-perspective, flexibility, and foresight in emerging markets and companies therein.

Teaching note.

This study aims to investigate the moderating effects of subsidiary size on the association between institutional distance and subsidiary’s access to complementary local assets (ACLA) in a transition economy.

The data of 1,027 subsidiaries located in Vietnam were extracted from the survey of General Statistics Office of Vietnam. Hausman’s test shows that random effect model is appropriate to estimate the moderating effects of subsidiary size on the association between the institutional distance and subsidiary’s ACLA.

The findings revealed that the greater formal and informal institutional distances between home and host countries, the lower a subsidiary’s ACLA in a transition economy. In addition, larger subsidiaries’ ACLA in a more formal and informal institutional distant country are higher than smaller subsidiaries.

Multinational enterprise (MNEs) have a continuous need to use their foreign subsidiaries operating in host countries, particularly those with transition economies, to overcome institutional differences to ACLA in a transition economy. In addition, subsidiaries should be invested with greater resources to collaborate with local partners to serve for accessing to complementary local assets in transition economy characterized by an uncertainty institutional environment.

By integrating the institutional theory and the resource-based view, the study developed a theoretical model about the moderating role of subsidiary size on the association between institutional distance and subsidiary’s ACLA in transition economy. The findings confirmed that simultaneously applying the institutional theory and the resource-based view to investigate location-specific advantages exploitation of subsidiaries is relevant not only in developed economies but also in a transition economies.

First developed in the 1980s, one of the most essential ideas in international business research has the been the concept of emerging markets. Since the start of the twenty-first century, empirical research has shown that there is no clear correlation between long-term real growth in gross domestic product and real equity returns in firms active in emerging markets. The purpose of this paper is to develop an explanation for both the pervasiveness and endurance of the emerging market discourse despite empirical evidence that substantially questions its very robustness.

The author offers a “weak form” critique of the emerging market discourse that identifies weaknesses and gaps in the emerging market concept and offers suggestions on how to modify it without fundamentally rejecting its conceptual and ideological core. This paper also offers a “strong form” critique of emerging markets as a discourse arguing that the discourse itself is actually propagated to maintain and reinforce global economic inequality and should, therefore, be fundamentally transformed.

Based on the strong form critique of emerging markets discourse, this paper shows how a three-phase process allows emerging market discourse to engender strategic and public policy practice. Scholars and educators play a pivotal role through their writing and discursive interactions with students and executives in their classroom. The centrality of scholars and educators is supported by the broader media ecosystem as well as being reinforced by interactions between executives and policymakers.

This paper makes the case that international business scholars and educators should play a leading role in fundamentally transforming the emerging market discourse and to launch a renewed critical, inter-subjective discussion of dependency and global inequality through three mechanisms: peer-review research; course syllabi and programs; and public intellectualism.

Through critical discourse analysis, this paper addresses for the first time how emerging markets as a concept has prospered in academic and managerial circles despite credible empirical evidence of its lack of robustness.

Yusaf Akbar is Associate Professor of International Business at the Southern New Hampshire University, United States. His teaching and research interests are in foreign direct investment, public policy and strategy, and his geographical area interests are in East and Central Europe. He has published widely in peer-reviewed journals including Journal of World Business, Thunderbird International Business Review and World Competition. Yusaf has been Visiting Professor at various schools around the world, including the American University in Bulgaria, ESSCA, the KMBS, the MIB School of Management-Trieste, and Thunderbird.

While the liberalization of economies within the transition paradigm is viewed to take place primarily on a macroeconomic (primary) level, this paper switches emphasis to the secondary and tertiary level of post-transition. While macroeconomic reforms may provide the playing field, secondary reforms level the playing field and tertiary reforms develop the capabilities necessary for firms and individuals within firms to compete in the landscape of liberalized economies. It is necessary to examine the transformations on three levels. First, the development of public policy and institutions aimed at regulating certain industries or firms. Second, the explicit market strategies of firms operating in the industries that shape market structure and inform public policy. Third, the nonmarket strategies of firms aimed at influencing the form and substance of public policy. Drawing on research in three related areas: institutional voids (IVs), the role of market and nonmarket strategies of firms, respectively, this paper examines the current state of transition in CEE/FSU countries. The main conclusions of the paper are first, transition and post-transition has been and continues to be profoundly impacted by the liberalizing influences of multinational firms. Second, this causation from the strategies and tactics of multinational firms to the extent of transition also helps to explain the degree of modernization of economies in a given transition economy. Third, it is important to distinguish between local and foreign firms on the transition process. Foreign firms are more likely to pursue liberalization agendas when it strengthens their competitive advantage over local firms. Conversely, local firms – especially those who rely on the capacity to navigate institutional voids – may be opposed to liberalization, as liberalization would threaten their sources of competitive advantage.

Understanding economic development in the transition economies of Central and Eastern Europe (CEE) requires an analysis of investment in these economies. Previous analyses, however, have focused primarily if not singularly on the role of foreign direct investment (FDI; Akbar & McBride, 2004; Clague & Rausser, 1992; Uhlenbruck & De Castro, 2000). This focus follows that of regional policy-makers, who heavily encouraged FDI through acquisition or greenfield investments (Frydman, Rapaczynski, & Earle, 1993). These policy-makers, however, additionally established stock exchanges in each of their countries. There are now at least 24 operating stock exchanges in CEE and the countries that previously made up the former Soviet Union and the former Yugoslavia.¹ The role of the development of these local stock exchanges in the development (LSED) of local economies (primarily through foreign portfolio investment) has not yet been systematically examined, nor has it been linked explicitly to the role of FDI. Finally, the role of local companies’ listings on foreign exchanges (FSEL) has not been examined in tandem with the role of FDI or LSED (for an examination of the relationship between FDI, LSED, and FSEL, however, see Claessens, Klingebiel, & Schmukler, 2001).