Purpose – The purpose of this corporate social responsibility (CSR) paper is to investigate specific social roles of multinational corporations (MNCs) in a developing economy, and how these MNCs’ CSR marketing activities are legitimized, from the institutional perspective....

Purpose The purpose of this paper is to examine the effect of country of origin (COO) information as an important/salient categorical attribute on choice context effects. Specifically, this research examines whether the introduction of a unique COO in the choice set will have a differential...

Purpose – The purpose of this paper is to investigate the relationship among consumers’ corporate associations, consumer-corporate connection, and corporate brand loyalty, with a particular focus on the moderating role of national culture. Design/methodology/approach – The conceptual...

Purpose The purpose of this paper is to advance a theoretical framework that incorporates the relationship between market challenge and learning and customer orientations, and the influence of these orientations on innovativeness in an international joint venture (IJV) context....

Purpose – The purpose of this paper is to explore how a global supplier network can support and contribute to a market driving strategy. Theoretically, the paper contributes by integrating the market driving strategy and the network approach. IKEA is considered one of the leading market...

Purpose – The purpose is to investigate how a retailer identifies critical network actors and gains their support when entering an emerging market. and to examine the role of a firm's relationships with different types of actors on the new market. Design/methodology/approach – The study is...

Purpose – The purpose of this paper is to understand how high‐tech firms from China internationalize and to determine whether they follow the gradual internationalization model suggested by the Uppsala school and/or the rapid internationalization model as suggested by the “born global”...

Purpose – The purpose of this paper is to understand the internationalization process (IP) of retailing firms from emerging markets and to determine a new focus and/or modifications if necessary in the established Western‐based theories. Design/methodology/approach – The paper follows an...

Treating negotiations as a technique which can be learned and adapted to international business, this article takes a problem solving approach and endeavors to provide some guidelines for successful negotiating. It addresses the different stages of the negotiation process and provides a...

Purpose – The purpose of this paper is to shed light on the international market expansion of multinational corporations (MNCs) to the base of the pyramid (BoP). The authors employ the corporate social entrepreneurship (CSE) perspective to reveal how MNCs can enter this market, the key...