Key research themes
1. How do multinational firms leverage internal capabilities to gain and sustain competitive advantage in global markets?
This research theme investigates the role of internal organizational capabilities and strategic orientations in driving competitive advantage and performance of multinational enterprises (MNEs) in the global environment. It emphasizes capability-based views and dynamic capabilities as foundations for international and global strategies, assessing how firms build, integrate, and renew resources to address complex international challenges and achieve sustained success.
2. What are the strategic approaches to marketing in global business, and how do firms balance standardization and adaptation across diverse markets?
This theme explores the complexities multinational firms face in designing and implementing global marketing strategies. It focuses on the tension between standardizing marketing programs to achieve efficiency and adapting to diverse customer preferences and institutional environments. The research examines frameworks that identify the drivers influencing marketing strategy standardization decisions and their performance implications in international contexts.
3. How do firms navigate the challenges and risks in global market entry and internationalization amid environmental volatility?
This theme addresses the hidden and unanticipated costs, risks, and environmental uncertainties firms face when entering and operating in foreign markets. The research focuses on factors such as cultural distance, geopolitical risks, and environmental turbulence, exploring how firms' strategic decision-making, resource configurations, and leadership approaches influence their ability to respond to complex global disruptions and maintain resilience.