Introducing ASP

Andrew, Rachel; Turnbull, Rob; Foley, Alan; McLellan, Drew

doi:10.1007/978-1-4302-0722-1_4

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Literature Review and Hypotheses1

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2023

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“…In contrast, TCS attributed its growth in the early 2000s to adapting to underserved niches abroad (Kanavi 2004). For example, it created the first software tools to automate Y2K conversion (Nair 2004). As of 2020, TCS was the largest IT services company in the world, based on market capitalization, and was operating in 46 countries including Europe and the United States ( Economic Times 2020).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

The Limits of Mimetic Isomorphism: Emerging Market Service Providers Entering Triad Markets

Widmier,

Nikolov,

Brouthers

et al. 2023

Journal of International Marketing

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Prior research shows that using mimetic isomorphism to select a price/quality product strategies result in superior performance in the U.S., European Union, and Japan for both developed economy and emerging market manufacturers. However, do these results generalize in the case of emerging market service providers? Due to the nature of services, customers cannot gauge service quality prior to consumption, and they must rely on other cues; commonly, consumers rely on the brand name as a proxy. We theorize that in the case of EMS, choosing a strategy of “distinctiveness” (pursuing a non-dominant price/quality strategy), offers a way to differentiate their offering from the mimetic choice, resulting in superior performance. Implications for theory and practice are discussed.

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Section: Literature Review and Hypothesesmentioning

confidence: 99%