Market entry of multinational companies in markets at the bottom of the pyramid: A learning perspective |
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Authors: | Tassilo Schuster Dirk Holtbrügge |
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Institution: | 1. University of Houston-Victoria, School of Business, 340 Brazos Hall, 14000 University Blvd., Sugar Land, TX 77479, United States;2. Old Dominion University, United States;3. Savannah State University, United States |
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Abstract: | Multinational companies (MNCs) can play an important role in poverty alleviation. The international business literature, however, lacks theoretical insight and systematic empirical evidence of MNCs entering low-income markets. Therefore, this study sheds light on the questions: How MNCs enter low-income markets? How MNCs operate? And how they gain knowledge in these markets? Using a multiple case study approach, we analyze MNCs with business activities in low-income markets by taking recourse to the internationalization process model of Johanson and Vahlne. The results reveal that companies develop knowledge by enlarging their mode of market commitment to a new level that exceeds local manufacturing and production facilities. |
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