Welcome to the InfoSci Platform
“Home Base” and the Brand Globalization Strategies of Emerging Market Multinationals

“Home Base” and the Brand Globalization Strategies of Emerging Market Multinationals

Xiaohua Lin, Carlyle Farrell
Copyright: © 2015 |Pages: 15
ISBN13: 9781466681958|ISBN10: 1466681950|EISBN13: 9781466681965
DOI: 10.4018/978-1-4666-8195-8.ch079
Cite Chapter Cite Chapter

MLA

Lin, Xiaohua, and Carlyle Farrell. "“Home Base” and the Brand Globalization Strategies of Emerging Market Multinationals." Business Law and Ethics: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2015, pp. 1631-1645. https://doi.org/10.4018/978-1-4666-8195-8.ch079

APA

Lin, X. & Farrell, C. (2015). “Home Base” and the Brand Globalization Strategies of Emerging Market Multinationals. In I. Management Association (Ed.), Business Law and Ethics: Concepts, Methodologies, Tools, and Applications (pp. 1631-1645). IGI Global. https://doi.org/10.4018/978-1-4666-8195-8.ch079

Chicago

Lin, Xiaohua, and Carlyle Farrell. "“Home Base” and the Brand Globalization Strategies of Emerging Market Multinationals." In Business Law and Ethics: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1631-1645. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8195-8.ch079

Export Reference

Mendeley
Favorite

Abstract

This chapter examines the impact of the “home base” of Emerging Market Multinationals (EMMNEs) on their global branding strategy. While EMMNEs are perceived as lacking experience and competence in global branding, especially when competing in Western developed markets, they achieve non-traditional competitive advantages by levering knowledge and experience gained from their home base (i.e. their home country market), other institutionally similar emerging markets, and diaspora communities in foreign countries. Informed by three theoretical perspectives—dynamic capability, institutional proximity, and social embeddedness—the authors develop a conceptual model to explain these effects and illustrate their propositions with a number of case studies.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.