Ramani, Shyama V.; Thutupalli, Ajay; Urias, Eduardo - In: Qualitative Market Research: An International Journal 20 (2017) 2, pp. 208-225
Purpose This paper aims to study how multinational enterprises (MNEs) can best integrate legitimacy concerns into their new product-launching strategy to successfully introduce high-value hi-tech innovations in emerging countries. Design/methodology/approach Theoretical constructs on the role...