A set of motives to unite them all?

Purpose – The purpose of this paper is to introduce the debate forum on internationalization motives of this special issue of Multinational Business Review. Design/methodology/approach – The authors reflect on the background and evolution of the internationalization motives over the past few decades, and then provide suggestions for how to use the motives for future analyses. The authors also reflect on the contributions to the debate of the accompanying articles of the forum. Findings – There continue to be new developments in the way in which firms organize themselves as multinational enterprises (MNEs), and this implies that the “classic” motives originally introduced by Dunning in 1993 need to be revisited. Dunning’s motives and arguments were deductive and atheoretical, and these were intended to be used as a toolkit, used in conjunction with other theories and frameworks. They are not an alternative to a classification of possible MNE strategies. Originality/value – This paper and the ones that accompany it, provide a deeper and nuanced understanding on internationalization motives for future research to build on.

Reverse transfers of innovation and national development: evidence from Brazilian subsidiaries

The search for innovation has become an important motivation for the internationalization of companies in emerging countries. In that context, this study tests the impact that a nation’s development has on whether subsidiaries transfer innovation of products or that of processes. Survey data collected from 73 subsidiaries of Brazilian companies indicate that companies located in developed markets tend to transfer more product-oriented innovations than do those based in emerging countries. Furthermore, the size and age of a subsidiary has an impact on the transfer process. The larger and younger the subsidiary, the more likely a company is to favor the flow of product innovation into its headquarters. The level of national development was not identified as an influence on the flow of process innovation.

Rethinking the literature on the performance of Chinese multinational enterprises

We synthesize the literature on Chinese multinational enterprises (MNEs) and find that much of the prior research is based on as few as a dozen case studies of Chinese firms. They are so case-specific that it has led to a misplaced call for new theories to explain Chinese firms’ internationalization. In an attempt to better relate theory with empirical evidence, we examine the largest 500 Chinese manufacturing firms. We aim to find out the number of Chinese manufacturing firms to be true MNEs by definition, and to examine their financial performance relative to global peers using the financial benchmarking method. We develop our theoretical perspectives from new internalization theory. We find that there are only 49 Chinese manufacturing firms to be true MNEs, whereas the rest is purely domestic firms. Their performance is poor relative to global peers. Chinese MNEs have home country bound firm-specific advantages (FSAs), which are built upon home country-specific advantages (home CSAs). They have not yet developed advanced management capabilities through recombination with host CSAs. Essentially, they acquire foreign firms to increase their sales in domestic market, but they fail to be competitive internationally and to achieve superior performance in overseas operations. Our findings have important strategic implications for managers, public policy makers, and academic research.

Enhancing the distribution of Swedish tourism services on international markets : Possible export-ready criteria requisitioned by European tour operators

This paper identifies subjects which are relevant for Swedish suppliers of tourism services beforeapproaching foreign markets. Most suppliers are micro, small or medium sized companies anduse intermediaries, such as tour operators, for internationalization. The research considers theopinion of British and German tour operators, which require some criteria beforehand in orderto simplify both the initialization and the development of cooperation. Destination marketingorganizations (DMOs) are hereby the go-betweens since they not only represent small-scalesuppliers on international markets, but also initiate first encounters between suppliers and touroperators. Suppliers need to provide DMOs with accurate information in order to ensure thebest possible representation. After initializing collaboration, business relationships are sought todevelop in order to facilitate long-term cooperation. Proper preparation forms therefore the basefor strengthening the competitiveness of Swedish tourism prior approaching internationalmarkets. The enhancement of distributing Swedish tourism services on foreign markets appearedto be a profitable way to enable further growth, which is strongly limited on the domestic market.Increasing the export share therefore secures and further facilitates tourism’s valuablecontributions to the Swedish economy.

Inkzine : Redesignandet av en tatuerings- och piercingcommunity

Our employer, Gaddad, is a tattoo and piercing community that was created in 2006 with the basic idea to make it easier for people to get in touch with the tattoo artists and piercers from all over Sweden. With the homepage’s popularity at 2009 they decided to expand with the news page Inkzine. 2011 they contacted us with a plan to expand the homepage to Europe and then merge their two sites under the name Inkzine.The goal of this project was to create design suggestions for Gaddad / Inkzine that both the administration and the current users liked and would consider implementing on the website. In order to evaluate the current design and our suggestions we decided to use two questionnaires . The first questionnaire evaluated the currentdesign to provide us with information for the redesign. The second questionnaire evaluated our new suggestions.With these questionnaire we also carried out an analysis to see the differences in opinions among the users and also between the administration and the users.We also investigated other community homepages, company homepages that had been internationalized, and other tattoo homepages. To see what others had done to adapt to the international market and to investigate the design of tattoo homepages.We also did literary studies in redesign and internationalization, in order to obtain a theoretical foundation for our work.The results of the investigation of other homepages showed that in order to perform an internationalization of a web site no major changes to the looks were necessary, only linguistic changes. The results of our questionnairesshowed that users had in most cases put the majority of their votes on

The international marketing strategy of grocery retailers – the strategy of adaptation and standardization

Research question – The research question, that this study attempts to answer, is, what and why grocery retailers, which specifically work with the strategy of standardization, adapt in their marketing mix to the host market. Main adaptations are analyzed with regard to psychic distance in terms of consumer characteristics. Methodology – This study presents a qualitative research design. Secondary data, in-depth interviews and personal observations were used, in order to identify adaptations, which were conducted in a grocery retailer in Germany, which is its home market, and in Sweden, which is considered to be a host market. Findings – The main findings of this research indicate that grocery retailers that specifically work with the strategy of standardization, adopt their core strategy at the host market, in order to keep their economy of scale. However, the standardization strategy may cause negative financial results, which is why adaptations, in order to attract new customers, are required. Conclusively, a mix of both, the adaptation and standardization marketing strategy, has to be utilized.

Role of Culture in the Acquisition of CSL – From the Perspective of Intercultural Communication Competence

In the past few decades, the demands for coping with the rapid development of information communication technology, internationalization and globalization worldwide have shifted the focus of Chinese as a second language (CSL) towards intercultural communication competence in which the role of culture in the acquisition of CSL and in the pragmatic use of the language is emphasized and promoted. However, most of the present research in this academic area still remains only on a theoretical level.   In order to explore the possibilities and limitations of integrating Chinese culture and implementing intercultural communication theory into CSL education, an action research has been conducted since the beginning of 2013 to review an actual course for beginners. This paper will present the findings of the research: 1) By applying the theoretical framework of intercultural communicative competence, the findings indicated that the existing CSL course provided limited information explaining the cultural elements that are reflected in the Chinese language. 2) The findings also suggested that the cultural skills acquired in the students’ first language do influence their acquisition of CSL. This is demonstrated in the students’ written tasks such as introducing themselves and presenting other people, etc. The findings can be examples and resources for further research in this academic field.     

Enhancing Intercultural Communication in Teaching Chinese as a Foreign Language : An Action Research Study

Enhancing Intercultural Communication in Teaching Chinese as a Foreign Language – An Action Research Study Over the past few decades, the rapid development of information communication technology, internationalization and globalization worldwide have required a shift in the focus of Chinese as a foreign language (CFL) towards competence in intercultural communication in which the role of culture in the acquisition of CFL and in the pragmatic use of the language is emphasized and promoted. However, most of the current research in this academic area remains only on a theoretical level. Practical examples, particularly with regard to distance learning/teaching of the Chinese language, are very limited. This motivated the implementation of an action research study which aimed at exploring the possibilities and limitations of integrating Chinese culture and applying intercultural communication theory into a contemporary distance CFL course for beginners. By observing and comparing the performance of subjects in the control and experimental groups, this action research study focuses on exploring three basic areas. Firstly, it discloses the cultural elements which underlie effective daily communication. Secondly, it investigates how students acquire cultural knowledge and develop their ability to competently communicate in the target course. And thirdly, it evaluates how the modified course syllabus could enhance students’ intercultural communicative competence. The findings of the research aim to serve as both a resource and reference for educators and researchers who are interested in carrying out reforms and research in this academic domain.

Japanese Expatriate Managers in Japanese Subsidiaries in Brazil: Why Not Learning-driven?

It has been said that international assignments are traditionally “demand- driven” (DD) that is a way of expatriation of executives focused on control, solution of problems and transference of tacit knowledge. Besides that, according to the international literature, “adjustment” is the determinant factor for success in overseas assignments and Japan usually sends their own executives to subsidiaries in other developing countries for “DD” purpose. However, according to the initial empirical study and in-depth interviews, it seems that Japanese expatriate managers in Brazil were sent to learn how to adjust the local staff to their philosophy instead of adjust themselves to a new complete scenario. This paper found that “adjustment” would not be fundamental for Japanese expatriate manager’s success in their assignments to Brazil, since they were under a special “learning-driven” type of expatriation process. This paper also highlights the challenges of the Japanese expatriate managers in Brazil and their contribution to the development of local staff under the internationalization process.

Service industries and service economy

The study analyses the role of services in modern and less-developed economies. It shows the different meanings of the value, definition and classification of service activities found in economic literature. It discusses the relation between service production growth and economic development observing the role of these activities in the dynamics of economic restructuring. Further, it also examines the differences between private and public sector service restructuring and the consequences of internationalization of services. It concludes that economic restructuring also caused by changes in the nature of goods and services has important regional effects.

Estratégias locais e globais na indústria automobilística brasileira

Este estudo caracteriza as estratégias de internacionalização das grandes fabricantes mundiais de veículos, caracteriza as estratégias adotadas por suas filiais no Brasil e faz um confronto entre estratégias locais e internacionais. Através do estudo de caso de cinco grandes montadoras (General Motors, Volkswagen, Toyota, DaimlerChrysler e Renault-Nissan), mostra-se que as estratégias de internacionalização das matrizes dessas empresas são muito semelhantes entre si e que as estratégias seguidas por suas filiais, que parecem buscar alinhá-las com as estratégias das respectivas matrizes, também se parecem muito. São discutidas as implicações desses achados para o futuro do ramo no Brasil e as oportunidades que esta situação apresenta para o país.

Impactos profissionais e políticos da internacionalização da ciência econômica no Brasil

This work analyses how the internationalization process reinforces the polarization existing in the scientific field of economics in Brazil and generates differentiation in terms of professional strategies on the part of the members of each pole. It also shows that some assets provided by participation in the international scientific network bring prestige to certain economists and give them legitimacy to hold high positions in the government.

A internacionalização da publicidade brasileira - 1970/2002

O processo de globalização da economia tem moldado um cenário complexo e desafiante para o setor publicitário brasileiro. A fusão e incorporação entre agências, com a absorção de muitas por grandes grupos de comunicação, é uma das mais visíveis transformações estruturais desde a década de 1980. O presente estudo investigou as seguintes questões: o impacto da internacionalização da publicidade brasileira nas relações entre as agências, anunciantes e veículos de comunicação; como as agências brasileiras têm ajustado seu modo de operação e competição, visando vantagem competitiva e lucratividade; as alternativas de continuidade das agências brasileiras diante da transmissão do poder aos sucessores legais e das propostas de fusão ou incorporação de grupos estrangeiros. Este estudo se insere na linha de pesquisa "Estudos da Cultura e do Consumo", desenvolvida pelo CECC - Centro de Estudos da Cultura e do Consumo, da EAESP/FGV.

A agenda da transformação: a grande imprensa e a hegemonia neoliberal no Brasil (o governo Itamar Franco - 1993-1994 - e o refluxo da agenda)

Esta pesquisa analisa a consolidação da hegemonia ultraliberal no Brasil, num período particularmente crítico: o impeachment de Collor e a efetivação de Itamar Franco na presidência entre 1993 e 1994, através da grande imprensa nacional, isto é, os periódicos Folha de S. Paulo, O Estado de S. Paulo, Jornal do Brasil e O Globo, e a revista Veja. Por tratar-se de veículo ideológico, a imprensa possui papel-chave no que tange tanto à formulação quanto à transmissão de uma dada agenda com vistas a obter a hegemonia, no caso ultraliberal. Tais órgãos lutaram decididamente para evitar que houvesse um refluxo na agenda iniciada por Collor tendo em vista as posições desenvolvimentistas do novo presidente. Concretamente, temas como, dentre outros, privatização e abertura/ internacionalização da economia nacional constituíram a nova agenda, em substituição ao modelo intervencionista (desenvolvimentista) vigente entre os anos 30 e os anos 80. Aos que se opuseram a este receituário, seja quanto à forma seja quanto ao conteúdo, foram desqualificados e estigmatizados, demonstrando o papel ideológico e não democrático dos órgãos em foco.