Given the tremendous success of the Internet and e‐commerce in developed countries, emerging economies are quickly embracing information technology as well. The purpose of this study is to examine factors (both determinants and deterrents) influencing the growth potential of e‐commerce in emerging economies from a multitheoretical perspective (namely, institution‐based network‐ownership, location, and internalization, i.e., i‐based N‐OLI framework). Factors are identified at three levels. At the global level, we identify multilateral agreements, strategic behavior of multinational enterprises (MNEs), and technological innovation as the key factors. At the national level, institutional environment, infrastructure, and culture are identified. The transactional level examines the role of integrity of transactions, online intermediaries, and network externalities and value clustering as the key factors for growth of e‐commerce in emerging economies. Based on the multitheoretical framework, the study advances several propositions and highlights implications for MNEs, both from developed markets and emerging markets, operating in emerging economies. © 2015 Wiley Periodicals, Inc.

The transition from a command economy to a market-based economy has been remarkably successful in China. After 15 years of negotiations, China finally joined the World Trade Organization (WTO) in December 2001. Because of trade and investment liberalization under the WTO, there will be greater competition between Chinese and foreign firms, both inside China and outside China. While there is a great deal of economic literature on China's entry to the WTO, there has been no research on the global marketing impact and implications of China's membership of the WTO. This paper is an attempt to fill this gap. The objective of this study is to examine the general impact of China's entry to the WTO and to assess the global marketing implications of specific trade-related policy issues within the WTO framework for China. Eleven specific WTO policy issues are examined and several global marketing propositions offered in terms of the WTO's impact on and implications for China.

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Purpose – The purpose of this study is to examine the innovations in the international activities of not-for-profit (NFP) universities. While the entry mode literature is well addressed, particularly by international marketing and business scholars, an academically interesting and managerially relevant question relates to the applicability of extant research to the emerging phenomenon of internationalization in the NFP sector. Design/methodology/approach – Using an inductive constructivist qualitative methodology grounded in 12 case studies of internationalization in the NFP education sector, this study applies Dunning’s eclectic framework as its theoretical anchor. Findings – This study identified that entry mode choice in the NFP context may not always be reconciled with extant literature derived mostly from a for-profit context. In particular, the broader definition of offshore equity investment is in sharp contrast to previous entry mode research which is largely, if not exclusively, grounded in a for-profit context. Originality/value – Extant frameworks developed to explain the entry mode phenomena tend to assume a profit maximization philosophy. The propositions advocated in this study are a step further to develop our understanding of internationalization of NFP universities.

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