Generic Product Strategies for Emerging Market Exports into Triad Nation Markets: A Mimetic Isomorphism Approach

Lance Eliot Brouthers · Edward O’Donnell · John S. Hadjimarcou

188 citations0/0 files storedJournal of Management Studies

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International Business and FDI Innovation and Knowledge Management Innovation and Socioeconomic Development

Abstract

ABSTRACTBased on the concept of mimetic isomorphism, we theorize that, by imitating the home country MNE modal generic product strategy in each Triad nation, emerging market firms (EMFs) can improve their export performance satisfaction. We hypothesize that EMFs which: (1) target the EU and use a Premium strategy, (2) target Japan and use a Superior Value strategy, or (3) target the USA and use an Economy strategy will, on average, achieve higher levels of satisfaction with export performance than EMFs that enter emerging markets or EMFs that employ other product strategies in Triad nation markets. Our hypothesis is tested and supported on a sample of Romanian and Chinese exporters. Managerial implications of our theory and findings are discussed.

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References

1983The Iron Cage Revisited: Institutional Isomorphism and Collective Rationality in Organizational Fields 1977Institutionalized Organizations: Formal Structure as Myth and Ceremony 2004The iron cage revisited institutional isomorphism and collective rationality in organizational fields 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1991The Competitive Advantage of Nations 1986Self-Reports in Organizational Research: Problems and Prospects 1990The Competitive Advantage of Nations 1977Estimating Nonresponse Bias in Mail Surveys

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