Mapping the play of organizational identity in foreign market adaptation
CAYLA, JULIEN
Mapping the play of organizational identity in foreign market adaptation - 2013 - 38-54
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.
INTERNATIONAL MARKETING
658.848
Mapping the play of organizational identity in foreign market adaptation - 2013 - 38-54
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.
INTERNATIONAL MARKETING
658.848