Institutional forces and firms' positioning in China and Brazil
Date
2015
Authors
Elg, U.
Ghauri, P.
Editors
Zou, S.
Xu, H.
Shi, L.
Xu, H.
Shi, L.
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Book chapter
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Source details - Title: Entrepreneurship in international marketing, 2015 / Zou, S., Xu, H., Shi, L. (ed./s), vol.25, Ch.10, pp.239-266
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Abstract
Lately, a number of authors have applied institutional theory when discussing global marketing and emerging market specificities. It has also been argued that the institutional forces influencing a firm will differ between markets and that firms can approach them in different ways. In this paper we conduct a qualitative analysis, based upon NVIVO, of three Swedish firms as they position themselves on the Chinese and Brazilian markets. We compare the institutional context as perceived by the firms in China and Brazil and we also analyse to what extent they have a proactive or a reactive approach when managing their institutional environment, and to what extent their actions are governed by local practices and corporate practices. As a result we present a country institutional profile including a set of issue-specific factors that concern firms' positioning on emerging markets.
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Copyright 2015 by Emerald