Purpose – The purpose of this study is to explore and conceptualize the process of how an emerging‐market firm develops a successful international brand. Design/methodology/approach – A qualitative case study approach was employed in this study. Two rounds of data collection were...

Purpose – This paper seeks to address a gap in the literature relating to crisis brand management in emerging markets. Design/methodology/approach – The study is based on secondary research and 15 qualitative depth interviews with mothers living in Beijing. Findings – The study found that...

Purpose – The purpose of this paper is to conceptualize a model for fostering innovation in marketing by virtue of the competitiveness that is an outcome of the collaboration between international and local firms working together in emerging markets. Design/methodology/approach – The authors...

Purpose – The purpose of this paper is first, to identify the institutional variables that influence the technology acquisition intent (TAI) in new high‐tech product development (NPD) process; second, to identify and confirm the consequence of TAI in the Stage‐Gate system of NPD process;...

Purpose – The world's leading manufacturers of fast moving consumer goods (FMCGs) generate up to 50 per cent of their revenues in emerging markets. Simulated test marketing (STM) is a common practice deployed by these companies to forecast new product sales. Emerging markets represent only a...

Purpose – The purpose of this paper is to examine where large financial firms are expanding their operations, including financial firms from emerging economies. This paper has two objectives. The first is the documentation of the relative importance of the largest financial groups in emerging...

Purpose – The purpose of this study is to extend the classic country-specific advantage (CSA) – firm-specific advantage (FSA) framework by integrating an institution-based view of CSAs into the discussion of FSAs. In his classic CSA – FSA framework, Rugman suggests that successful...

Purpose Firms influence a government to their advantage in one of two ways: either through lobbying a government to change the rule, or through bribing bureaucrats to circumvent the rule. The purpose of this paper is to investigate whether and under what conditions do corporate political...

Purpose This paper aims to review the effects of home regulatory institutions on outward foreign direct investment (OFDI) in the context of China and discuss the extent to which they can be extended to other emerging markets. The authors especially compare these empirical studies with...

Purpose – The purpose of this paper is to examine the role of location in the relationships established between headquarters and foreign subsidiaries. Design/methodology/approach – The empirical study is based on three in‐depth case‐studies of French multinationals. The authors conducted...