Exploring the Staging Patterns of MNC Entry to New Markets: The Resource Leverage Approach

This study aims at providing explanations for how MNCs (multinational companies) proceed with their manipulation of resources and competencies in the entry process to a foreign market. To an increasing extent, such processes perform as a staging process of resource leverage. This study identifies three stages, using the multiple case study incorporating grounded theory: the initial stage, the adaptive intensification stage, and the advantage persistence stage. In the initial stage, an MNC’s entry decision tends to be based on the resource replication mode of resource leverage; the resource exploitation mode of resource leverage is used mainly in the adaptive intensification stage, and the resource exploration mode is used in the advantage persistence stage. This study suggests that these resource leverage modes incorporating their microfoundations can be viewed as a set of potential measurements for examining MNCs' dynamic capabilities in the entry process to a new host market.

Pengaruh Entrepreneurial Marketing Terhadap Kinerja Umkm Sentra Kulit Garut Sukaregang

The development of Garut Sukaregang leather center raised significantly. The leather products have been recognized and become one of the best leather products in the world and also become a superior product in West Java. However in its implementation, this creative industry faces many problems, one of them is marketing. Therefore, Sukaregang leather center needs the right marketing strategy to develop this creative industry. One of the approaches that is used by micro small and medium enterprises is entrepreneurial marketing. Through this research, there will be a judgment of perfomance business towards entrepreneurial marketing variable with sub variable proactiveness, innovativeness, calculated risk taking, opportunity focus, customer intensity, resource leverage, and value creation. Other than that, author will indicate the impact of sub variable proactiveness, innovativeness, calculated risk taking, opportunity focus, customer intensity, resource leverage, and value creation towards Garut Sukaregang leather center’s perfomance. This research used quantitative method. The research was conducted by distributing questionnaires to 70 respondens of Garut Sukaregang leather center’s owner. The data of questionnaires was tested using validation and reability. Data was analyzed using SEM PLS 3.0. The result of this research showed that the assesment of innovativeness, customer intensity, and value creation have a significant and positive impact on SMEs perfomance while partial subvariable proactiveness, calculated risk taking, opportunity focus, dan resource leveraging have not significant impact on MSMEs perfomance. In this research we can conclude that entrepreneurial marketing has a postive and significant impact towards Garut Sukaregang leather center MSMEs perfomance 56.8%.

TELCO's Small Car

TELCO is the leading manufacturer of commercial vehicles (trucks) in India. In 1998, TELCO succeeded in manufacturing a small car of international standards without financial or technological collaboration with any leading foreign car manufacturer. This case deals with TELCO's success in its small car project and the challenges that lie ahead. It highlights the role played by creative resource leverage in the success of firms from developing countries in a global environment.