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Mapping the play of organizational identity in foreign market adaptation
Stockholm University, Faculty of Social Sciences, School of Business.
2012 (English)In: Journal of marketing, ISSN 0022-2429, E-ISSN 1547-7185, Vol. 76, no 6, 38-54 p.Article in journal (Refereed) Published
Abstract [en]

While organizational identity can be a powerful tool for mobilizing and directing organizational members, the authors' findings demonstrate that it can also constrain the process of foreign market adaptation. Drawing from extensive ethnographic fieldwork in India, where they followed several multinational companies, they show how well-entrenched and enduring identities can obstruct the learning and strategic adjustments that are necessary to appeal to consumers in a new market environment. By explaining how organizational identity comes into play as a frame of reference and guiding principle, orienting managers in their efforts to preserve the character of their firm as it expands and globalizes, this research offers new insights into foreign market learning and adaptation. The authors extend this analysis to provide valuable recommendations to managers for making organizational identity a more explicit component of global marketing strategy.

Place, publisher, year, edition, pages
2012. Vol. 76, no 6, 38-54 p.
Keyword [en]
global marketing, organizational identity, ethnographic research, market learning, marketing strategy
National Category
Business Administration
URN: urn:nbn:se:su:diva-83018DOI: 10.1509/jm.10.0015ISI: 000310042500003OAI: diva2:574430


Available from: 2012-12-05 Created: 2012-12-03 Last updated: 2012-12-05Bibliographically approved

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