ENGLISH

Multinational Companies in Low-Income Markets: An Analysis of Social Embeddedness in Southeast Asia

By Dina Badry (auth.)

Book information

Publisher
Gabler Verlag
Year
2009
ISBN
978-3-8349-1875-8, 978-3-8349-8330-5
DOI
10.1007/978-3-8349-8330-5
Language
english
Format
PDF
Filesize
7 MB (7687227 bytes)
Edition
1
Pages
146\158
Orientation
yes
Scanned
yes
Time added
2013-08-01 04:00:00
Management/Business for Professionals

Description

Social embeddedness has been identified as a critical success factor for operations of MNCs in low-income markets. Based on survey data gathered from two subsidiaries of a European MNC, Dina Badry examines relational and structural network aspects with regard to their influence on the success of companies’ Base of the Pyramid (BOP) strategies. In order to reveal detailed results and tangible implications for corporate leaders, the author distinguishes not only stakeholder and cross-sector partnerships but also different strategic intentions. The establishment of trust, especially in cross-sector partnerships, turns out to be essential in order to succeed in the approach to serve low-income consumer markets.

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