The regional and global competitiveness of multinational firms |
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Authors: | Alan M Rugman Chang Hoon Oh Dominic S K Lim |
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Institution: | (1) School of Management, Henley Business School, University of Reading, Henley-on-Thames, Oxon, RG9 3AU, UK;(2) Brock University, 500 Glenridge Avenue, St. Catharines, ON, L2S 3A1, Canada |
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Abstract: | International competitiveness ultimately depends upon the linkages between a firm’s unique, idiosyncratic capabilities (firm-specific
advantages, FSAs) and its home country assets (country-specific advantages, CSAs). In this paper, we present a modified FSA/CSA
matrix building upon the FSA/CSA matrix (Rugman 1981). We relate this to the diamond framework for national competitiveness (Porter 1990), and the double diamond model (Rugman and D’Cruz 1993). We provide empirical evidence to demonstrate the merits and usefulness of the modified FSA/CSA matrix using the Fortune
Global 500 firms. We examine the FSAs based on the geographic scope of sales and CSAs that can lead to national, home region,
and global competitiveness. Our empirical analysis suggests that the world’s largest 500 firms have increased their firm-level
international competitiveness. However, much of this is still being achieved within their home region. In other words, international
competitiveness is a regional not a global phenomenon. Our findings have significant implications for research and practice.
Future research in international marketing should take into account the multi-faceted nature of FSAs and CSAs across different
levels. For MNE managers, our study provides useful insights for strategic marketing planning and implementation. |
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