Self-categorization as a nonmarket strategy for MNE subsidiaries: Tracking the international expansion of an online platform

Corentin Curchod, Gerardo Patriotta, Mike Wright

Research output: Contribution to journalArticlepeer-review

Abstract

This article examines how MNE subsidiaries develop nonmarket strategies to create a fit between a global market strategy and a local nonmarket framework. Derived from an analysis of archives and interviews on eBay’s expansion into France, our findings suggest that MNE subsidiaries create their nonmarket strategic fit through defensive and proactive self-categorization. Specifically, the purposeful use of labels, rhetoric and narratives enables subsidiaries to self-categorize and strategically position themselves vis-à-vis both regulators and local incumbents, thereby exercising agency to influence the nonmarket environment in their preferred direction. The findings contribute to the institution-based view of international strategy by shedding new light on the interaction between MNE subsidiaries and local institutional authorities in a context of international expansion. Furthermore, we theorize how subsidiaries use self-categorization to transfer global organizational practices to the host country.
Original languageEnglish
Article number101070
Number of pages13
JournalJournal of World Business
Volume55
Issue number3
Early online date29 Jan 2020
DOIs
Publication statusPublished - Apr 2020

Keywords

  • nonmarket strategy
  • MNE subsidiaries
  • institution-based view
  • self-categorization
  • organizational practice transfer

Fingerprint Dive into the research topics of 'Self-categorization as a nonmarket strategy for MNE subsidiaries: Tracking the international expansion of an online platform'. Together they form a unique fingerprint.

Cite this