“…Institutional theory has been used in order to analyse how MNEs can develop appropriate strategies for managing the different contexts of foreign markets (Andersen, Christensen, & Damgaard, ; Dacin, Goodstein, & Scott, ; Tan & Wang, ). It offers an increased understanding of the structures, norms, and values of the local environment and of the pressures that firms have to understand and deal with (Busenitz, Gomez, & Spencer, ; Deligonul, Elg, Cavusgil, & Ghauri, ; Peng, ). Traditionally, a key assumption has been that institutions are inclusive structures that shape the behaviour of firms and drive them to adapt in similar ways, eventually leading to isomorphism (DiMaggio & Powell, ; Yeniyurt, Townsend, Cavusgil, & Ghauri, ).…”