Generic Product Strategies for Emerging Market Exports into Triad Nation Markets: A Mimetic Isomorphism Approach

Lance Eliot Brouthers, Edward O'Donnell and John Hadjimarcou

Journal of Management Studies, 2005, vol. 42, issue 1, 225-245

Abstract: ABSTRACT Based on the concept of mimetic isomorphism, we theorize that, by imitating the home country MNE modal generic product strategy in each Triad nation, emerging market firms (EMFs) can improve their export performance satisfaction. We hypothesize that EMFs which: (1) target the EU and use a Premium strategy, (2) target Japan and use a Superior Value strategy, or (3) target the USA and use an Economy strategy will, on average, achieve higher levels of satisfaction with export performance than EMFs that enter emerging markets or EMFs that employ other product strategies in Triad nation markets. Our hypothesis is tested and supported on a sample of Romanian and Chinese exporters. Managerial implications of our theory and findings are discussed.

Date: 2005
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