Pub Date : 2025-03-28DOI: 10.1016/j.ibusrev.2025.102446
Jakob Lauring , Charlotte Jonasson , Guro Refsum Sanden
The implementation of corporate language policies is widely regarded as a strategy for improving communication and coordination across globally dispersed organizations. However, employees who experience a mismatch between the corporate language and their competencies or job requirements may resist the policy or attempt to change it, as documented in existing language-sensitive international business research. Nevertheless, the long-term effects of resistance against a language policy initiative have yet to be explored. We applied a two-year qualitative study following the top management’s decision to use English as a corporate language in a Danish organization. Results showed that discrepancies between external job requirements and policy directions were used by employees as a source of power to legitimize reinterpretations of the policy leading to a language destandardization process with important consequences for the organization. These findings contribute to literature on language policy implementations by describing how negotiated reactions change the practice of a policy.
{"title":"When can resistance to a standardization policy result in destandardization? The case of corporate language implementation","authors":"Jakob Lauring , Charlotte Jonasson , Guro Refsum Sanden","doi":"10.1016/j.ibusrev.2025.102446","DOIUrl":"10.1016/j.ibusrev.2025.102446","url":null,"abstract":"<div><div>The implementation of corporate language policies is widely regarded as a strategy for improving communication and coordination across globally dispersed organizations. However, employees who experience a mismatch between the corporate language and their competencies or job requirements may resist the policy or attempt to change it, as documented in existing language-sensitive international business research. Nevertheless, the long-term effects of resistance against a language policy initiative have yet to be explored. We applied a two-year qualitative study following the top management’s decision to use English as a corporate language in a Danish organization. Results showed that discrepancies between external job requirements and policy directions were used by employees as a source of power to legitimize reinterpretations of the policy leading to a language destandardization process with important consequences for the organization. These findings contribute to literature on language policy implementations by describing how negotiated reactions change the practice of a policy.</div></div>","PeriodicalId":51352,"journal":{"name":"International Business Review","volume":"34 4","pages":"Article 102446"},"PeriodicalIF":5.9,"publicationDate":"2025-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144239759","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-25DOI: 10.1016/j.ibusrev.2025.102445
Jing-Lin Duanmu
Do multinational corporations (MNCs) transfer gender practice to their subsidiaries? Leveraging a quasi-natural experiment setting, we investigate whether MNCs from countries with mandatory gender-quota legislation exhibit higher propensity to appoint women chief executive officers (CEOs) in their subsidiaries than those whose home countries lack such legislation. We also theorise that MNCs’ influence on their subsidiaries might be reinforced by stationing their personnel in the subsidiary, by place-based cultural embeddedness, and by industry labor demographics in the local environment. Utilizing a 15-year panel dataset and difference-in-differences estimations, this study contributes evidence on the causal link between intra-firm diffusion of gender norms and the appointment of women CEOs.
{"title":"Breaking the glass ceiling: The home-host diffusion of gender-equal practice in multinational corporations (MNCs)","authors":"Jing-Lin Duanmu","doi":"10.1016/j.ibusrev.2025.102445","DOIUrl":"10.1016/j.ibusrev.2025.102445","url":null,"abstract":"<div><div>Do multinational corporations (MNCs) transfer gender practice to their subsidiaries? Leveraging a quasi-natural experiment setting, we investigate whether MNCs from countries with mandatory gender-quota legislation exhibit higher propensity to appoint women chief executive officers (CEOs) in their subsidiaries than those whose home countries lack such legislation. We also theorise that MNCs’ influence on their subsidiaries might be reinforced by stationing their personnel in the subsidiary, by place-based cultural embeddedness, and by industry labor demographics in the local environment. Utilizing a 15-year panel dataset and difference-in-differences estimations, this study contributes evidence on the causal link between intra-firm diffusion of gender norms and the appointment of women CEOs.</div></div>","PeriodicalId":51352,"journal":{"name":"International Business Review","volume":"34 4","pages":"Article 102445"},"PeriodicalIF":5.9,"publicationDate":"2025-03-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144239753","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-25DOI: 10.1016/j.ibusrev.2025.102444
Stephan Gerschewski , Sonja Kristin Franzke , Fabian Jintae Froese , Gary Knight
What does ‘success’ mean for entrepreneurs in different institutional environments? Drawing on institutional theory, we explore how the success perceptions of entrepreneurs are shaped by their interpretations of the institutional environment across countries. Based on 87 semi-structured, in-depth interviews with digital start-ups in China, Germany, and the United Kingdom (UK), we find that success perceptions differ substantially across institutional contexts. Our findings suggest that success perceptions balance the individual preferences of entrepreneurs and the need to adapt to the institutional environment. We contribute to understanding on differences in entrepreneurship across countries by examining how institutions can influence entrepreneurial response strategies and outcomes. In addition, we provide a novel perspective on the role of entrepreneurial agency in the context of strong institutional influences.
{"title":"Purpose versus profit: How institutions shape entrepreneurial success across countries","authors":"Stephan Gerschewski , Sonja Kristin Franzke , Fabian Jintae Froese , Gary Knight","doi":"10.1016/j.ibusrev.2025.102444","DOIUrl":"10.1016/j.ibusrev.2025.102444","url":null,"abstract":"<div><div>What does ‘success’ mean for entrepreneurs in different institutional environments? Drawing on institutional theory, we explore how the success perceptions of entrepreneurs are shaped by their interpretations of the institutional environment across countries. Based on 87 semi-structured, in-depth interviews with digital start-ups in China, Germany, and the United Kingdom (UK), we find that success perceptions differ substantially across institutional contexts. Our findings suggest that success perceptions balance the individual preferences of entrepreneurs and the need to adapt to the institutional environment. We contribute to understanding on differences in entrepreneurship across countries by examining how institutions can influence entrepreneurial response strategies and outcomes. In addition, we provide a novel perspective on the role of entrepreneurial agency in the context of strong institutional influences.</div></div>","PeriodicalId":51352,"journal":{"name":"International Business Review","volume":"34 4","pages":"Article 102444"},"PeriodicalIF":5.9,"publicationDate":"2025-03-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144239745","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-20DOI: 10.1016/j.ibusrev.2025.102442
Alain Verbeke , Chang Hoon Oh , Rajesh Jain
This Perspective examines current research on regional multinational enterprises (RMNEs) and proposes directions for future studies. We briefly report on the results of the cluster analysis and identify five main themes of RMNE research within international business scholarship. We then propose an ambitious agenda for new RMNE studies. These studies should prioritize four critical, grand challenges facing all large MNEs today, namely digital transformation, geopolitical instability, climate change impact mitigation and sustainability, and the broader need for resilience to large-scale disruptions. We formulate twelve research questions related to these four areas. We argue that adopting a regional perspective in the realm of MNE strategy, structure, and organizational practices to address the four challenges above is critical to the effective functioning of large, internationally operating companies and warrants continued, dedicated research within the field of international business strategy.
{"title":"What is the future of regional multinational enterprises?","authors":"Alain Verbeke , Chang Hoon Oh , Rajesh Jain","doi":"10.1016/j.ibusrev.2025.102442","DOIUrl":"10.1016/j.ibusrev.2025.102442","url":null,"abstract":"<div><div>This Perspective examines current research on regional multinational enterprises (RMNEs) and proposes directions for future studies. We briefly report on the results of the cluster analysis and identify five main themes of RMNE research within international business scholarship. We then propose an ambitious agenda for new RMNE studies. These studies should prioritize four critical, grand challenges facing all large MNEs today, namely digital transformation, geopolitical instability, climate change impact mitigation and sustainability, and the broader need for resilience to large-scale disruptions. We formulate twelve research questions related to these four areas. We argue that adopting a regional perspective in the realm of MNE strategy, structure, and organizational practices to address the four challenges above is critical to the effective functioning of large, internationally operating companies and warrants continued, dedicated research within the field of international business strategy.</div></div>","PeriodicalId":51352,"journal":{"name":"International Business Review","volume":"34 4","pages":"Article 102442"},"PeriodicalIF":5.9,"publicationDate":"2025-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144239865","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-17DOI: 10.1016/j.ibusrev.2025.102428
Anisur R. Faroque , Anwar Sadat Shimul , Hangjun Xu , Olli Kuivalainen , Feisal Murshed , Sanna Sundqvist
We contribute novel insights into how status quo bias may play a part in identifying and capitalizing on international opportunities, thus addressing a previously overlooked aspect of cognitive perspective in international entrepreneurship research. First, from an entrepreneurial process perspective, we assert that internationalizing firms can attain a performance advantage by adopting Kirznerian and Schumpeterian types of entrepreneurial orientation (EO) with the mediation of opportunity recognition and exploitation. Building on cognitive bias theory, we further posit that status quo bias plays a significant role in shaping the relationship between EO and opportunity recognition and exploitation. We test our hypotheses using survey data collected from 275 internationalizing firms. The empirical results suggest that EO variants exhibit distinct influences and are influenced in unique ways by international opportunity recognition, exploitation and status quo bias. Specifically, we find that a higher level of status quo bias strengthens the relationship between Schumpeterian EO and opportunity recognition, whereas a lower level strengthens the association between Schumpeterian EO and opportunity exploitation. However, no significant effect of status quo bias is found in Kirznerian firms. The study offers both theoretical and practical implications, and provides valuable recommendations for future research.
{"title":"Innovate or exploit? Unveiling the international entrepreneurial odyssey through the lens of status quo bias","authors":"Anisur R. Faroque , Anwar Sadat Shimul , Hangjun Xu , Olli Kuivalainen , Feisal Murshed , Sanna Sundqvist","doi":"10.1016/j.ibusrev.2025.102428","DOIUrl":"10.1016/j.ibusrev.2025.102428","url":null,"abstract":"<div><div>We contribute novel insights into how status quo bias may play a part in identifying and capitalizing on international opportunities, thus addressing a previously overlooked aspect of cognitive perspective in international entrepreneurship research. First, from an entrepreneurial process perspective, we assert that internationalizing firms can attain a performance advantage by adopting Kirznerian and Schumpeterian types of entrepreneurial orientation (EO) with the mediation of opportunity recognition and exploitation. Building on cognitive bias theory, we further posit that status quo bias plays a significant role in shaping the relationship between EO and opportunity recognition and exploitation. We test our hypotheses using survey data collected from 275 internationalizing firms. The empirical results suggest that EO variants exhibit distinct influences and are influenced in unique ways by international opportunity recognition, exploitation and status quo bias. Specifically, we find that a higher level of status quo bias strengthens the relationship between Schumpeterian EO and opportunity recognition, whereas a lower level strengthens the association between Schumpeterian EO and opportunity exploitation. However, no significant effect of status quo bias is found in Kirznerian firms. The study offers both theoretical and practical implications, and provides valuable recommendations for future research.</div></div>","PeriodicalId":51352,"journal":{"name":"International Business Review","volume":"34 4","pages":"Article 102428"},"PeriodicalIF":5.9,"publicationDate":"2025-03-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144239744","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-17DOI: 10.1016/j.ibusrev.2025.102443
M. Berk Talay , M. Billur Akdeniz , José-Mauricio Galli Geleilate , William Newburry
This study investigates how differences in globalization exposure and national culture between international joint venture (IJV) partner firms influence the likelihood of IJV termination. Building on prior research that has largely treated inter-partner differences as composite constructs, we instead examine the specific dimensions of globalization exposure and cultural orientations, thereby offering a more granular understanding. Drawing from a comprehensive panel dataset of 24,957 IJVs formed across 55 countries between 1991 and 2016, we also consider the IJV host country’s economic development as a contingency factor. Our findings indicate that certain inter-partner differences can be functional, reducing the rate of IJV termination, while others are dysfunctional and increase termination likelihood. Moreover, differences in specific dimensions become more or less functional depending on whether the IJV is hosted in an emerging versus a developed market context. Overall, our findings deepen the IJV literature and provide meaningful insights on strategic alliance formation.
{"title":"Inter-partner differences in globalization exposure and national culture and IJV termination: A comparison of emerging versus developed market host countries","authors":"M. Berk Talay , M. Billur Akdeniz , José-Mauricio Galli Geleilate , William Newburry","doi":"10.1016/j.ibusrev.2025.102443","DOIUrl":"10.1016/j.ibusrev.2025.102443","url":null,"abstract":"<div><div>This study investigates how differences in globalization exposure and national culture between international joint venture (IJV) partner firms influence the likelihood of IJV termination. Building on prior research that has largely treated inter-partner differences as composite constructs, we instead examine the specific dimensions of globalization exposure and cultural orientations, thereby offering a more granular understanding. Drawing from a comprehensive panel dataset of 24,957 IJVs formed across 55 countries between 1991 and 2016, we also consider the IJV host country’s economic development as a contingency factor. Our findings indicate that certain inter-partner differences can be functional, reducing the rate of IJV termination, while others are dysfunctional and increase termination likelihood. Moreover, differences in specific dimensions become more or less functional depending on whether the IJV is hosted in an emerging versus a developed market context. Overall, our findings deepen the IJV literature and provide meaningful insights on strategic alliance formation.</div></div>","PeriodicalId":51352,"journal":{"name":"International Business Review","volume":"34 4","pages":"Article 102443"},"PeriodicalIF":5.9,"publicationDate":"2025-03-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144239756","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-16DOI: 10.1016/j.ibusrev.2025.102426
Andrea Martínez-Noya, Ana Valdés-Llaneza
IB scholars have started to increasingly recognize the value of complementing traditional IB theories with behavioral insights to understand the diversity of current MNE behaviors. Within this emergent microfoundations literature, the analysis of how performance feedback impacts internationalization decisions is a research stream that has started to attract significant interest particularly during the last years. However, existing literature is fragmented, focusing on diverse research foci, metrics and conceptualizations of performance feedback, thus leading to inconclusive empirical results. To address this problem, we carried out a systematic literature review on performance feedback IB research. The review has three objectives: (1) document and describe the current IB literature on performance feedback; (2) identify themes of shared scholarly interest and pertinent research tensions; and (3) propose a research agenda aiming to advance a more rigorous and cumulative application of performance feedback in IB research for a better understanding of current MNE behaviors.
{"title":"Performance feedback and international business research: A review and future directions","authors":"Andrea Martínez-Noya, Ana Valdés-Llaneza","doi":"10.1016/j.ibusrev.2025.102426","DOIUrl":"10.1016/j.ibusrev.2025.102426","url":null,"abstract":"<div><div>IB scholars have started to increasingly recognize the value of complementing traditional IB theories with behavioral insights to understand the diversity of current MNE behaviors. Within this emergent microfoundations literature, the analysis of how performance feedback impacts internationalization decisions is a research stream that has started to attract significant interest particularly during the last years. However, existing literature is fragmented, focusing on diverse research foci, metrics and conceptualizations of performance feedback, thus leading to inconclusive empirical results. To address this problem, we carried out a systematic literature review on performance feedback IB research. The review has three objectives: (1) document and describe the current IB literature on performance feedback; (2) identify themes of shared scholarly interest and pertinent research tensions; and (3) propose a research agenda aiming to advance a more rigorous and cumulative application of performance feedback in IB research for a better understanding of current MNE behaviors.</div></div>","PeriodicalId":51352,"journal":{"name":"International Business Review","volume":"34 4","pages":"Article 102426"},"PeriodicalIF":5.9,"publicationDate":"2025-03-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144239748","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-15DOI: 10.1016/j.ibusrev.2025.102441
Jason Lu Jin , Xiaopeng Lai , Liwen Wang , Kunyi Wang
While prior literature has emphasized that coopetition is a critical strategic choice that can enhance a firm’s competitive advantage, the antecedents and consequences of the strategy in the international context remain underexplored. Based on the relational view, this study examines whether resource complementarity and goal compatibility foster coopetition between foreign and local partners in international joint ventures (IJVs) and in turn improve performance outcomes. Drawing on the empirical analyses of coopetition between partners in 165 IJVs in China, this study finds that partner resource complementarity and partner goal compatibility are positively associated with coopetition, which in turn correlates with improved IJV performance. Institutional and industrial environments are associated with the effectiveness of resource complementarity and goal compatibility. These findings offer valuable insights for IJV managers seeking to manage cooperation and competition between partners.
{"title":"The antecedents and consequences of coopetition within international joint ventures: Evidence from China","authors":"Jason Lu Jin , Xiaopeng Lai , Liwen Wang , Kunyi Wang","doi":"10.1016/j.ibusrev.2025.102441","DOIUrl":"10.1016/j.ibusrev.2025.102441","url":null,"abstract":"<div><div>While prior literature has emphasized that coopetition is a critical strategic choice that can enhance a firm’s competitive advantage, the antecedents and consequences of the strategy in the international context remain underexplored. Based on the relational view, this study examines whether resource complementarity and goal compatibility foster coopetition between foreign and local partners in international joint ventures (IJVs) and in turn improve performance outcomes. Drawing on the empirical analyses of coopetition between partners in 165 IJVs in China, this study finds that partner resource complementarity and partner goal compatibility are positively associated with coopetition, which in turn correlates with improved IJV performance. Institutional and industrial environments are associated with the effectiveness of resource complementarity and goal compatibility. These findings offer valuable insights for IJV managers seeking to manage cooperation and competition between partners.</div></div>","PeriodicalId":51352,"journal":{"name":"International Business Review","volume":"34 4","pages":"Article 102441"},"PeriodicalIF":5.9,"publicationDate":"2025-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144239755","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-12DOI: 10.1016/j.ibusrev.2025.102425
Leonidas C. Leonidou , Bilge Aykol , Frode Nilssen , Paul Christodoulides
Drawing on Power-Dependence theory and Emotion Regulation theory, we examine the power dynamics of the relationship between exporters and importers. Data collected from 262 Greek exporters confirmed that the exporter’s dependence on the import buyer is conducive for the latter to exercise high levels of both non-coercive power and coercive power on the former. However, at higher levels of partner incompatibility, the impact of this dependence on importer’s exercised noncoercive power was weaker, but stronger in the case of coercive power. The importer’s exercise of non-coercive power on the exporter was subsequently found to enhance inter-organizational cooperation, whereas the opposite was true when exercising coercive power. However, the exporter’s ability to regulate emotions strengthened the positive impact of noncoercive power on inter-organizational cooperation but reduced the negative effect that coercive power has on it. Finally, inter-organizational cooperation was confirmed to improve relational performance.
{"title":"Power dynamics, cooperation, and performance in exporter-importer relationships: The moderating role of partner incompatibility and emotion regulation","authors":"Leonidas C. Leonidou , Bilge Aykol , Frode Nilssen , Paul Christodoulides","doi":"10.1016/j.ibusrev.2025.102425","DOIUrl":"10.1016/j.ibusrev.2025.102425","url":null,"abstract":"<div><div>Drawing on Power-Dependence theory and Emotion Regulation theory, we examine the power dynamics of the relationship between exporters and importers. Data collected from 262 Greek exporters confirmed that the exporter’s dependence on the import buyer is conducive for the latter to exercise high levels of both non-coercive power and coercive power on the former. However, at higher levels of partner incompatibility, the impact of this dependence on importer’s exercised noncoercive power was weaker, but stronger in the case of coercive power. The importer’s exercise of non-coercive power on the exporter was subsequently found to enhance inter-organizational cooperation, whereas the opposite was true when exercising coercive power. However, the exporter’s ability to regulate emotions strengthened the positive impact of noncoercive power on inter-organizational cooperation but reduced the negative effect that coercive power has on it. Finally, inter-organizational cooperation was confirmed to improve relational performance.</div></div>","PeriodicalId":51352,"journal":{"name":"International Business Review","volume":"34 4","pages":"Article 102425"},"PeriodicalIF":5.9,"publicationDate":"2025-03-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144239862","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-11DOI: 10.1016/j.ibusrev.2025.102427
Feifei Liu , Jie Gao , Yu Jia
In today’s digital era, many exporters in emerging markets (EMEs) participate in cross-border digital platforms to conduct business internationally. While recent research has acknowledged the significance of these platforms in EMEs’ international marketing practices, their impact on international marketing strategies remains underexplored. We address this gap by applying organizational learning theory to develop a conceptual framework that explains how participation in cross-border digital platforms influences EMEs’ marketing capabilities, enabling them to adopt a discretionary adaptation strategy. We also examine how this relationship is influenced by contingent factors, including latent factors (formal/informal institutional distance) and active factors (platform’s international infrastructure, CMO presence). Using survey data from 328 manufacturing EMEs in China, we find a positive relationship between EMEs’ participation in cross-border digital platforms and their discretionary adaptation strategy, with marketing capabilities as the mediator. Moreover, this positive relationship is strengthened by greater formal institutional distance and the degree of internationalization of the infrastructure provided by the platforms, but weakened in host markets with lower informal institutional distance. However, the presence of a CMO has no significant effect on the extent to which EMEs benefit from cross-border digital platforms. These findings contribute to the theoretical understanding of cross-border digital platforms and international marketing strategies, while providing valuable insights for policy makers and EMEs seeking to implement effective international marketing strategies.
{"title":"Cross-border digital platforms and discretionary adaptation strategy of exporters in emerging markets: The capability building perspective","authors":"Feifei Liu , Jie Gao , Yu Jia","doi":"10.1016/j.ibusrev.2025.102427","DOIUrl":"10.1016/j.ibusrev.2025.102427","url":null,"abstract":"<div><div>In today’s digital era, many exporters in emerging markets (EMEs) participate in cross-border digital platforms to conduct business internationally. While recent research has acknowledged the significance of these platforms in EMEs’ international marketing practices, their impact on international marketing strategies remains underexplored. We address this gap by applying organizational learning theory to develop a conceptual framework that explains how participation in cross-border digital platforms influences EMEs’ marketing capabilities, enabling them to adopt a discretionary adaptation strategy. We also examine how this relationship is influenced by contingent factors, including latent factors (formal/informal institutional distance) and active factors (platform’s international infrastructure, CMO presence). Using survey data from 328 manufacturing EMEs in China, we find a positive relationship between EMEs’ participation in cross-border digital platforms and their discretionary adaptation strategy, with marketing capabilities as the mediator. Moreover, this positive relationship is strengthened by greater formal institutional distance and the degree of internationalization of the infrastructure provided by the platforms, but weakened in host markets with lower informal institutional distance. However, the presence of a CMO has no significant effect on the extent to which EMEs benefit from cross-border digital platforms. These findings contribute to the theoretical understanding of cross-border digital platforms and international marketing strategies, while providing valuable insights for policy makers and EMEs seeking to implement effective international marketing strategies.</div></div>","PeriodicalId":51352,"journal":{"name":"International Business Review","volume":"34 4","pages":"Article 102427"},"PeriodicalIF":5.9,"publicationDate":"2025-03-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144239747","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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