International marketing agility: conceptualization and research agenda

PurposeThe aim of this paper is to conceptualize the notion of international marketing agility.Design/methodology/approachThe approach adopted is to review and create a synopsis of the existing body of research on strategic agility and develop a conceptualization on how international marketing agility (IMA) should be analyzed.FindingsInternational marketing agility is an emerging concept driven largely by rapid changes in global markets. There is a growing need for exporting SMEs and multinational enterprises to consider IMA as a means of building competitive advantage in foreign markets.Research implications/limitationsWhile the conceptual development presented in this paper is not exhaustive, our model highlights important research avenues in IMA that need exploring.Originality/valueThis article examines an emerging concept in international marketing that serves as a platform to cope with the changes taking place in this fast-changing global environment. A framework is proposed where we conceptualize IMA as a process triggered by agile logic (a nonconformist and open mental stance) and facilitated by agile learning (being able to search and interpret data), to cause agile actions (being able to commit, co-ordinate and respond quickly with flexibility to ever-changing conditions).

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What determines the adoption of employee empowerment practices by MNE subsidiaries in China?

Chinese Management Studies ◽

10.1108/cms-09-2019-0340 ◽

2020 ◽

Vol 14 (4) ◽

pp. 871-894

Author(s):

Yishuai Yin

Keyword(s):

Multinational Enterprises ◽

Design Methodology ◽

Large Body ◽

Employee Empowerment ◽

Institutional Factors ◽

Hierarchical Regression ◽

Content Type ◽

Hrm Practices ◽

Institutional Forces ◽

Mne Subsidiaries

Purpose This paper aims to explore how institutional factors determine the adoption of employee empowerment practices by multinational enterprises (MNEs) subsidiaries in China. Design/methodology/approach This paper examines the effects of MNE subsidiaries’ external and internal institutional factors on the degree of employee empowerment practices adopted by these subsidiaries. Using hierarchical regression analysis, hypotheses were tested with a sample of 99 MNE subsidiaries operating in China. Findings The results show that both the informal institutions of the host country and the subsidiary’s characteristics play an important role in shaping the degree of empowerment practices adopted by MNE subsidiaries in China. Originality/value Employee empowerment practices have been increasingly used by MNEs to leverage human resources for organizational competitive advantage. Although a large body of work has studied a bundle of HRM practices as a whole adopted in MNE subsidiaries, there is a paucity of research on the specific empowerment practices in MNE subsidiaries. This research fills this important gap in the literature by investigating the institutional forces that influence the empowerment practices in MNE subsidiaries in China.

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Agile ascension

Strategic Direction ◽

10.1108/sd-07-2021-0079 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Keyword(s):

Competitive Advantage ◽

Case Studies ◽

Learning Strategies ◽

Design Methodology ◽

Reading Time ◽

Core Competencies ◽

Content Type ◽

Agile Learning ◽

Pertinent Information ◽

Practical Implications

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Early global Trotters and their entrepreneurial employment practices

Journal of Entrepreneurship in Emerging Economies ◽

10.1108/jeee-07-2016-0022 ◽

2016 ◽

Vol 8 (3) ◽

pp. 378-384 ◽

Cited By ~ 2

Author(s):

Qianqian Chai ◽

Cherry Wun Mei Cheung ◽

Caleb Kwong

Keyword(s):

Host Country ◽

Multinational Enterprises ◽

Design Methodology ◽

Wage Differential ◽

Governance Structure ◽

Employment Practices ◽

Content Type ◽

Blue Book ◽

Host Country Nationals ◽

Internal Context

Purpose Questions have often been asked of the ethicality of multinational enterprises (MNEs) with the conducts of many being classified as exploitative. This is particularly so the internal context, where MNEs are often reluctant to employ host country nationals at important positions and treat their host and parent countries employees differently. This study aims to examine whether the locals are really getting the raw end of the deal. Design/methodology/approach Utilising a unique record book that is available about the employment details of civil servants in Hong Kong known as the blue book, this study intends to examine whether first-moving multinational organisations treated their local employees in an ethical and reasonable manner, for the employees entering the service between 1845-1850. Findings The data suggests that, overall, host country nationals earn much less than not only the British but also those from third countries. Moreover, parent country nationals were placed at important officer and supervisory roles, as oppose to host country nationals at the bottom, forming a typically ethnocentric governance structure (Perlmutter, 1969). Furthermore, even divided by grade, the starting salary difference between host and parent country nationals remain considerable. However, the reason for this is complex, and the authors do not have a quick and precise answer as to whether there has been discrimination. Research limitations/implications The findings perhaps explain the dilemma faced by the early-movers because they tend to feel the strong need of adopting an ethnocentric approach, which can be extremely costly as a result of the large wage differential. A balance needs to be struck between this and utilising host country nationals, which might not necessarily possess all the essential qualities but might be cheaper. Originality/value This is the first study examining the employment practices of fast-moving MNEs.

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Sports bra use, preferences and fit issues among exercising females in the US, the UK and China

Journal of Fashion Marketing and Management ◽

10.1108/jfmm-05-2020-0084 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Nicola Brown ◽

Jenny Burbage ◽

Joanna Wakefield-Scurr

Keyword(s):

Design Methodology ◽

Health Benefits ◽

Global Markets ◽

Activity Levels ◽

Positive Health ◽

Physically Active ◽

Content Type ◽

The Us ◽

The Uk ◽

The Right

PurposePrevious research suggests that many active females are not engaging in sports bra use, despite the positive health benefits. The aim of this study was to establish and compare sports bra use, preferences and bra fit issues for exercising females in some of the largest and most diverse global underwear markets (the US, the UK and China).Design/methodology/approachA survey covering activity levels, sports bra use and preferences, bra issues and demographics was administered via Qualtrics and completed by 3,147 physically active females (aged ≥ 18 years) from the US (n = 1,060), UK (n = 1,050) and China (n = 1,037).FindingsIn general, participants were 25–29 years, 121 to 140 pounds, 34B bra size and pre-menopausal. “I cannot find the right sports bra” was the most frequent breast barrier to exercise (25.4%). Three-quarters of women wore a sports bra during exercise, with significantly higher use in China (83.9%), compared to the UK (67.2%). A third of all participants reported sports bra shoulder straps “digging into the skin”. Sports bra preferences were: compression sports bras with a racer back, wide straps and thick straps in the US and the UK; thin straps in China and adjustable straps and underband, no wire and maximum breast coverage in the US and the UK, including nipple concealment and with padded/moulded cups.Originality/valueInformation provided on differences in sports bra use, preferences and bra issues across three major global markets could be utilised by brands and manufacturers to optimise bra marketing and fit education initiatives and inform future sports bra design and distribution strategies.

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Minding the pennies – at home and abroad

Strategic Direction ◽

10.1108/sd-10-2017-0155 ◽

2018 ◽

Vol 34 (1) ◽

pp. 34-36

Keyword(s):

Case Studies ◽

Multinational Enterprises ◽

Design Methodology ◽

Reading Time ◽

Local Culture ◽

Foreign Subsidiaries ◽

Content Type ◽

Head Office ◽

Pertinent Information ◽

Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Discussions around multinational enterprises (MNEs) and how they run their foreign subsidiaries often relate to either the direction of traffic when it comes to autonomy and power or culture. For the latter, the textbooks are stuffed with case studies and examples of how things went mainly wrong when an MNE ventured into a certain market when it came to managing the local culture, with debates around globalization, localization, or (the horribly named) glocalization strategies and which one is best in any given circumstance. This is of course relevant and important, but often the meat of the story lies in the former category and the ensuing power struggles between head office and foreign hub. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

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Consumer confusion: a systematic review and research directions

Journal of Consumer Marketing ◽

10.1108/jcm-03-2020-3705 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Vishakha Chauhan ◽

Mahim Sagar

Keyword(s):

Conceptual Framework ◽

Design Methodology ◽

Important Research ◽

Research Gaps ◽

Future Directions ◽

Research Directions ◽

Content Type ◽

Marketing Literature ◽

Consumer Confusion ◽

Research Questions

Purpose The purpose of this paper is to systematically review and analyse extant marketing literature on consumer confusion to propose an integrated conceptual framework and highlight important research gaps. Design/methodology/approach Systematic literature review methodology was followed for article selection. Selected articles were subjected to content analysis to derive thematic as well as descriptive results. Findings Antecedents, consequences, moderators, mediators and application of the construct in the different contexts have been reported. An integrated framework along with research questions and future directions has also been proposed. Originality/value To the best of the authors’ knowledge, this study is notably the first attempt to systematically review the marketing literature on consumer confusion. The conceptual framework and proposed research questions create a research agenda around the problem of consumer confusion and contribute towards the advancement of extant literature.

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Understanding resource commitment to R&D in multinational enterprises: a novel conceptual framework

Multinational Business Review ◽

10.1108/mbr-03-2020-0063 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Niels le Duc

Keyword(s):

Research And Development ◽

Conceptual Framework ◽

Multinational Enterprises ◽

Design Methodology ◽

External Environment ◽

Multinational Enterprise ◽

Added Value ◽

Content Type ◽

Resource Commitment ◽

Insight Into

Purpose This paper aims to introduce and advocate the concept of resource commitment to better understand multinational enterprise (MNE) research and development (R&D) behavior. Design/methodology/approach Adopting a theory adaptation research design, this paper assesses the characteristics and antecedents associated with varying resource commitment positions. It does so in relation to MNE R&D activities, considering their importance to firm competitiveness and the recent increases in the number of locations and innovative activities a firm might choose to invest in. Findings The paper presents a framework showing that differences in resource commitment are more nuanced than expected. The evaluation of antecedents shows that the external environment, the purpose of R&D activities and firm experience influence the resource commitment position of a firm’s R&D activities. Originality/value The paper provides a pathway toward understanding of MNE R&D behavior, explaining observable differences in resource and commitment levels of R&D units. The presented framework offers MNE managers insight into when to adopt which resource commitment positions. It offers policymakers insights into the type of activities and the companies they need to attract to maximize the added value of firm’s investments in their country/region.

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An organismic approach to multinational enterprise failure

Management Decision ◽

10.1108/md-02-2019-0226 ◽

2019 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Jeong-Yang Park ◽

Yong Kyu Lew ◽

Byung Il Park

Keyword(s):

International Business ◽

Delphi Technique ◽

Multinational Enterprises ◽

Design Methodology ◽

Multinational Enterprise ◽

Institutional Pressures ◽

Content Type ◽

Institutional Legitimacy ◽

Foreign Divestment ◽

Market Strategies

Purpose The purpose of this paper is to answer why some multinational enterprises (MNEs) fail within the international business (IB) domain. Design/methodology/approach Conceptually, the study takes an organismic approach to MNE failure. Methodologically, it adopts an elite interview approach derived from the Delphi technique. Respondents are 39 IB and strategic management academics. Findings The paper finds that MNE failure is rooted in strategic leadership and capabilities (i.e. internal deterioration of organizational resources and strategies) and institutional pressures and differences, and these factors lead to deterioration of institutional legitimacy for an MNE. Originality/value The paper conducts a review of the firm failure and foreign divestment literature and undertakes an organismic approach to the analysis of MNE failure in the IB context. The paper provides useful insights on developing and implementing both market and non-market strategies for overcoming MNE internationalization failure.

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Evolving talent management patterns and challenges in Russia and Kazakhstan

Baltic Journal of Management ◽

10.1108/bjm-09-2018-0340 ◽

2019 ◽

Vol 14 (3) ◽

pp. 411-426

Author(s):

Violetta Khoreva ◽

Edyta Kostanek

Keyword(s):

Emerging Markets ◽

Emerging Economies ◽

Multinational Enterprises ◽

Design Methodology ◽

Talent Management ◽

Business Leaders ◽

Structured Interviews ◽

Content Type ◽

Employer Perspective ◽

Fierce Competition

Purpose The purpose of this paper is to investigate the evolving patterns and challenges of talent management (TM) in the emerging markets of Russia and Kazakhstan from the employer perspective. Increasing the understanding of how TM is recognized from the employer perspective may better equip us to address how to effectively manage and lead the available talents in these and other emerging markets. Design/methodology/approach The authors conducted a qualitative study comprising 50 semi-structured interviews, with 37 business leaders from Russian subsidiaries, and 13 from Kazakh subsidiaries, in all cases of Nordic Multinational enterprises (MNEs). Findings The study supports the object approach to TM in the emerging markets of Russia and Kazakhstan. The authors reveal that the exclusive and developable talent philosophy is predominant in these emerging markets, where TM faces the challenges of fierce competition for talents and an insufficient supply, so business leaders tend to be reluctant to inform employees of their talent pool membership. The results demonstrate that MNEs do not act independently of context, thus supporting calls for consideration of the local institutional context. Originality/value TM is still a somewhat novel idea in many emerging economies, and challenges related to managing talents are believed to be far more complex in such settings. Furthermore, to the best of authors’ knowledge, no studies have investigated the notion of talent and TM conceptualization in the emerging markets from an employer perspective.

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