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Self-categorization as a nonmarket strategy for MNE subsidiaries : tracking the international expansion of an online platform
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Curchod, C., Patriotta, Gerardo and Wright, M. (2020) Self-categorization as a nonmarket strategy for MNE subsidiaries : tracking the international expansion of an online platform. Journal of World Business, 55 (3). 101070. doi:10.1016/j.jwb.2019.101070 ISSN 1090-9516.
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Official URL: https://doi.org/10.1016/j.jwb.2019.101070
Abstract
This article examines how MNE subsidiaries develop nonmarket strategies to create a fit between a global market strategy and a local nonmarket framework. Derived from an analysis of archives and interviews on eBay’s expansion into France, our findings suggest that MNE subsidiaries engage in defensive and proactive self-categorization to create their nonmarket strategic fit. Specifically, through the purposeful use of labels, rhetoric and narratives, self-categorization enables subsidiaries to strategically position themselves vis-à-vis both regulators and local incumbents, thereby exercising agency to influence the nonmarket environment in their preferred direction. The findings contribute to the institution-based view of international strategy by shedding new light on the interaction between MNE subsidiaries and local institutional authorities in a context of international expansion. Furthermore, we theorize how subsidiaries use self-categorization to transfer global organizational practices to the host country.
Item Type: | Journal Article | ||||||||
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Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce |
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Divisions: | Faculty of Social Sciences > Warwick Business School | ||||||||
Library of Congress Subject Headings (LCSH): | Subsidiary corporations, Marketing, Organization | ||||||||
Journal or Publication Title: | Journal of World Business | ||||||||
Publisher: | Elsevier | ||||||||
ISSN: | 1090-9516 | ||||||||
Official Date: | April 2020 | ||||||||
Dates: |
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Volume: | 55 | ||||||||
Number: | 3 | ||||||||
Article Number: | 101070 | ||||||||
DOI: | 10.1016/j.jwb.2019.101070 | ||||||||
Status: | Peer Reviewed | ||||||||
Publication Status: | Published | ||||||||
Access rights to Published version: | Restricted or Subscription Access | ||||||||
Date of first compliant deposit: | 6 January 2020 | ||||||||
Date of first compliant Open Access: | 29 July 2021 | ||||||||
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