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Home institutions and the development of marketing capabilities of Chinese multinationals : a narrative analysis of how domestic formal and informal institutional elements influence the development of marketing capabilities at home and whether and how these capabilities are applicable in the European Union
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Altamira, Maria (2022) Home institutions and the development of marketing capabilities of Chinese multinationals : a narrative analysis of how domestic formal and informal institutional elements influence the development of marketing capabilities at home and whether and how these capabilities are applicable in the European Union. PhD thesis, University of Warwick.
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Official URL: http://webcat.warwick.ac.uk/record=b3755528~S15
Abstract
Purpose. Framed within Institution Theory (IT) and the Resource Based View (RBV) of the firm, this study aims to analyse and understand how formal and informal home institutional elements (mainly government support, personal relations and the Chinese culture and philosophy) influence the definition and development of Chinese firms' marketing capabilities at home, and whether and how these capabilities are applicable by these firms in a different environment (in this case the European Union (EU)).
Design/methodology/approach. The study adopts a Narrative Inquiry strategy and narrative analysis of forty qualitative interviews from Chinese managers from three different types of firms (State Owned Enterprises, National Champions and Private Firms). A thematic analysis in the context of biographical narrative research was chosen as the method of analysis. Finally, a coding process was followed and categories and themes for each of the narratives identified.
Findings. The main finding of the study is the understanding of the definition, development and application of two marketing capabilities that are relevant to the Chinese business and institutional environment, the adaptive capability and the resource-bridging capability, following the analysis of a process and sequence of events related to the domestic development and further internationalisation expansion of Chinese multinationals in the EU. Findings also show how these capabilities developed at home are the source of competitive advantage of Chinese firms in the EU.
Contributions. This article intends to contribute to the academic literature in two areas: (i) IT, by enriching the understanding of the influence of domestic institutions (mainly government support, personal relations and the Chinese culture and philosophy) in the definition and development of marketing capabilities by three different types of Chinese multinationals, and of how this domestic environment influences the development of these capabilities in the international context (mainly the EU) and, (ii) the RBV of the firm and capability-building, by providing a comprehensive understanding of the definition and development of marketing capabilities that are relevant to the Chinese environment and how these capabilities are the source of competitive advantage of these firms in the EU. The study also brings implications for the international marketing literature as well as for practitioners and policymakers.
Item Type: | Thesis (PhD) | ||||
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Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||
Library of Congress Subject Headings (LCSH): | International business enterprises -- China, International business enterprises -- China -- Marketing, International business enterprises -- China -- Management, International business enterprises | ||||
Official Date: | 2022 | ||||
Dates: |
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Institution: | University of Warwick | ||||
Theses Department: | Warwick Business School | ||||
Thesis Type: | PhD | ||||
Publication Status: | Unpublished | ||||
Supervisor(s)/Advisor: | Wang, Qing, 1962- ; Roper, Stephen | ||||
Format of File: | |||||
Extent: | 225 leaves : illustrations (some colour) | ||||
Language: | eng |
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