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Market driving multinationals and their global sourcing network

Ghauri, Pervez N.; Tarnovskaya, Veronika LU and Elg, Ulf LU (2008) In International Marketing Review 25(5). p.504-519
Abstract
Purpose - The purpose of this paper is to explore how a global supplier network can support and contribute to a market driving strategy. Theoretically, the paper contributes by integrating the market driving strategy and the network approach. IKEA is considered one of the leading market driving firms. The paper studies its activities in establishing supplier networks in Russia and Poland. Design/methodology/approach - This is an exploratory study of four suppliers of IKEA in Poland and Russia. Data are collected through 11 in-depth interviews with IKEA's corporate and middle level managers and with managers and technicians from its suppliers in Russia and Poland. Results are drawn through matrix coding techniques and pattern matching.... (More)
Purpose - The purpose of this paper is to explore how a global supplier network can support and contribute to a market driving strategy. Theoretically, the paper contributes by integrating the market driving strategy and the network approach. IKEA is considered one of the leading market driving firms. The paper studies its activities in establishing supplier networks in Russia and Poland. Design/methodology/approach - This is an exploratory study of four suppliers of IKEA in Poland and Russia. Data are collected through 11 in-depth interviews with IKEA's corporate and middle level managers and with managers and technicians from its suppliers in Russia and Poland. Results are drawn through matrix coding techniques and pattern matching. Findings - Findings confirm IKEA's market driving strategy and how it has been able to restructure the market and successfully develop an efficient supplier network as a part of its market driving strategy. Originality/value - Market driving approach has been suggested as a more pro-active form of market orientation. It is characterised by an ability of the firm to shape the market conditions, to influence customers and offer completely new value propositions through its unique business process. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Russia, Suppliers, Multinational companies, Sourcing, Marketing strategy, Poland
in
International Marketing Review
volume
25
issue
5
pages
504 - 519
publisher
Emerald Group Publishing Limited
external identifiers
  • wos:000260754300003
  • scopus:52649153086
ISSN
0265-1335
DOI
10.1108/02651330810904062
language
English
LU publication?
yes
id
6d4407c8-eec2-4358-97ff-fe4fc69dbbae (old id 1283381)
date added to LUP
2009-02-10 11:51:24
date last changed
2017-07-23 04:12:31
@article{6d4407c8-eec2-4358-97ff-fe4fc69dbbae,
  abstract     = {Purpose - The purpose of this paper is to explore how a global supplier network can support and contribute to a market driving strategy. Theoretically, the paper contributes by integrating the market driving strategy and the network approach. IKEA is considered one of the leading market driving firms. The paper studies its activities in establishing supplier networks in Russia and Poland. Design/methodology/approach - This is an exploratory study of four suppliers of IKEA in Poland and Russia. Data are collected through 11 in-depth interviews with IKEA's corporate and middle level managers and with managers and technicians from its suppliers in Russia and Poland. Results are drawn through matrix coding techniques and pattern matching. Findings - Findings confirm IKEA's market driving strategy and how it has been able to restructure the market and successfully develop an efficient supplier network as a part of its market driving strategy. Originality/value - Market driving approach has been suggested as a more pro-active form of market orientation. It is characterised by an ability of the firm to shape the market conditions, to influence customers and offer completely new value propositions through its unique business process.},
  author       = {Ghauri, Pervez N. and Tarnovskaya, Veronika and Elg, Ulf},
  issn         = {0265-1335},
  keyword      = {Russia,Suppliers,Multinational companies,Sourcing,Marketing strategy,Poland},
  language     = {eng},
  number       = {5},
  pages        = {504--519},
  publisher    = {Emerald Group Publishing Limited},
  series       = {International Marketing Review},
  title        = {Market driving multinationals and their global sourcing network},
  url          = {http://dx.doi.org/10.1108/02651330810904062},
  volume       = {25},
  year         = {2008},
}