A global marketing logic: local stakeholders’ influence in diverse emerging markets
(2021) In International Marketing Review 38(6). p.1166-1188- Abstract
- Purpose
The authors discuss a dominant logic as the main idea behind a global marketing logic (GML) of an MNE and investigate how local stakeholders’ influence the feasibility of applying the GML in emerging markets. The aim of the paper is to enhance the understanding of the factors that influence the local stakeholders' acceptance of the MNEs' GML and the different activities of MNEs that may increase the acceptance.
Design/methodology/approach
The authors apply a qualitative case study method investigating three Swedish MNEs and their activities while implementing a GML in the big emerging markets. The authors study their relationships with business, political and social stakeholders.
Findings
The authors... (More) - Purpose
The authors discuss a dominant logic as the main idea behind a global marketing logic (GML) of an MNE and investigate how local stakeholders’ influence the feasibility of applying the GML in emerging markets. The aim of the paper is to enhance the understanding of the factors that influence the local stakeholders' acceptance of the MNEs' GML and the different activities of MNEs that may increase the acceptance.
Design/methodology/approach
The authors apply a qualitative case study method investigating three Swedish MNEs and their activities while implementing a GML in the big emerging markets. The authors study their relationships with business, political and social stakeholders.
Findings
The authors identify three persistent contents of the GML: (1) a consistent value chain role across markets, (2) standardized, premium products/services and promotion strategies, (3) a corporate brand-based identity. The development of trust, commitment, legitimacy and power within local stakeholders’ relationships influences the approval. The acceptance of the MNE's GML by local stakeholders strengthens its market position.
Originality/value
The authors extend the knowledge by investigating the nature of a GML and explain to what extent it may help MNEs to gain a competitive position. The authors also discuss how global and local activities may influence local stakeholders' acceptance. This study contributes towards a better understanding of how and to what extent a GML can be successful. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/d3a98ab9-3d2b-446b-ace4-4edc9ddc2d96
- author
- Elg, Ulf LU and Ghauri, Pervez N.
- organization
- publishing date
- 2021
- type
- Contribution to journal
- publication status
- published
- subject
- in
- International Marketing Review
- volume
- 38
- issue
- 6
- pages
- 1166 - 1188
- publisher
- Emerald Group Publishing Limited
- external identifiers
-
- scopus:85114521020
- ISSN
- 0265-1335
- DOI
- 10.1108/IMR-08-2020-0186
- language
- English
- LU publication?
- yes
- id
- d3a98ab9-3d2b-446b-ace4-4edc9ddc2d96
- date added to LUP
- 2021-10-14 16:09:02
- date last changed
- 2023-02-03 13:55:32
@article{d3a98ab9-3d2b-446b-ace4-4edc9ddc2d96,
abstract = {{Purpose<br/>The authors discuss a dominant logic as the main idea behind a global marketing logic (GML) of an MNE and investigate how local stakeholders’ influence the feasibility of applying the GML in emerging markets. The aim of the paper is to enhance the understanding of the factors that influence the local stakeholders' acceptance of the MNEs' GML and the different activities of MNEs that may increase the acceptance.<br/><br/>Design/methodology/approach<br/>The authors apply a qualitative case study method investigating three Swedish MNEs and their activities while implementing a GML in the big emerging markets. The authors study their relationships with business, political and social stakeholders.<br/><br/>Findings<br/>The authors identify three persistent contents of the GML: (1) a consistent value chain role across markets, (2) standardized, premium products/services and promotion strategies, (3) a corporate brand-based identity. The development of trust, commitment, legitimacy and power within local stakeholders’ relationships influences the approval. The acceptance of the MNE's GML by local stakeholders strengthens its market position.<br/><br/>Originality/value<br/>The authors extend the knowledge by investigating the nature of a GML and explain to what extent it may help MNEs to gain a competitive position. The authors also discuss how global and local activities may influence local stakeholders' acceptance. This study contributes towards a better understanding of how and to what extent a GML can be successful.}},
author = {{Elg, Ulf and Ghauri, Pervez N.}},
issn = {{0265-1335}},
language = {{eng}},
number = {{6}},
pages = {{1166--1188}},
publisher = {{Emerald Group Publishing Limited}},
series = {{International Marketing Review}},
title = {{A global marketing logic: local stakeholders’ influence in diverse emerging markets}},
url = {{http://dx.doi.org/10.1108/IMR-08-2020-0186}},
doi = {{10.1108/IMR-08-2020-0186}},
volume = {{38}},
year = {{2021}},
}