search query: @author Brouthers, L. E. / total: 9
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| Author: | Brouthers, L. E. O'Donnell, E. Hadjimarcou, J. |
| Title: | Generic product strategies for emerging market exports into triad nation markets: a mimetic isomorphism approach |
| Journal: | Journal of Management Studies
2005 : JAN, VOL. 42:1, p. 225-245 |
| Index terms: | Emerging markets Exports Multinational companies Own-label goods |
| Language: | eng |
| Abstract: | It is theorized based on the concept of mimetic isomorphism that, by imitating the home country MNE modal generic product strategy in each Triad nation, emergin market firms (EMFs) can improve their export performance satisfaction. It is hypothesized that EMFs which: 1) target the EU and use a premium strategy, 3) target Japan and use a superior value strategy or 3) target the USA and use an economy strategy will, on average, achieve higher levels of satisfaction with export performance than EMFs that enter emerging markets of EMFs that employ other product strategies in Triad nation markets. |
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