Mapping the play of organizational identity in foreign market adaptation

By:

CAYLA, JULIEN

Contributor(s):

PENALOZA, LISA

Material type:

Mixed materialsPublication details: 2013Description: 38-54Subject(s):

INTERNATIONAL MARKETING

NLM classification:

658.848

In: JOURNAL OF MARKETINGMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		76/6	Available		P14724

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.

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