2020
DOI: 10.1016/j.jwb.2019.101070
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Self-categorization as a nonmarket strategy for MNE subsidiaries: Tracking the international expansion of an online platform

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 pos… Show more

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Cited by 27 publications
(15 citation statements)
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“…Despite its practical relevance, only little research has been done on ecosystem expansion (FE-6.2) and strategies to grow the ecosystem beyond its initial markets. Existing contributions have recognized both the potential (Jin and Hurd 2018) and challenges (Curchod et al 2020) of international ecosystem expansion. Network effects seem to remain a decisive factor influencing the choice of timing, market, entry mode, and dynamics of multi-country competition (Stallkamp and Schotter 2021).…”
Section: Fe (6): How Do I Develop My Strategy Over Time?mentioning
confidence: 99%
“…Despite its practical relevance, only little research has been done on ecosystem expansion (FE-6.2) and strategies to grow the ecosystem beyond its initial markets. Existing contributions have recognized both the potential (Jin and Hurd 2018) and challenges (Curchod et al 2020) of international ecosystem expansion. Network effects seem to remain a decisive factor influencing the choice of timing, market, entry mode, and dynamics of multi-country competition (Stallkamp and Schotter 2021).…”
Section: Fe (6): How Do I Develop My Strategy Over Time?mentioning
confidence: 99%
“…Metodologi pemetaan yang digunakan dapat dilihat pada Tabel 2. (Liu et al, 2017) Heckman (Sarabi et al, 2020) Wawancara (Curchod et al, 2020;Daghfous et al, 2018;Horváth & Szabó, 2019;Mero et al, 2020;Taylor, 2016;Yamin & Sinkovics, 2010) Snowball (Boonstra, 2013) Database (Shin et al, 2017;Vu et al, 2020) Regression (Beasley et al, 2009;Ilin et al, 2017;Sanchez et al, 2017;Shehata, 2015) Structural Equation Modelling (Ezzaouia & Bulchand-Gidumal, 2020;Gupta et al, 2020;Heiens & Narayanaswamy, 2021;Jia et al, 2017;Karamchandani et al, 2020;Kim et al, 2017;Maiga et al, 2015;Siew et al, 2020) Qualitative Comparative Analysis (Clohessy & Acton, 2019;van…”
Section: Metode Adopsi Timentioning
confidence: 99%
“…Although limited, management research on informal institutions has emerged in a number of areas. These include corporate governance (Estrin & Prevezer, 2011;Sauerwald & Peng, 2013), entrepreneurship (Batjargal et al, 2013;Lahiri et al, 2020;Opper & Anderson, 2019;Peng et al, 2018c;Salvi et al, 2022), international market entry (Boddewyn & Peng, 2021;Holmes et al, 2013), multinational subsidiaries (Curchod et al, 2020), offshoring (Sartor & Beamish, 2014), reputation (Stevens & Makarius, 2015), and strategic alliances (Ahlstrom et al, 2014;Cao et al, 2018).…”
Section: Criticisms and Responsesmentioning
confidence: 99%