Seminar on ' The Internationalization of Emerging Market Brands: The Role of the Domestic Institutional Environment '

On October 12 a research seminar of the Faculty of Business and Management will be held at HSE. Alexander Krasnikov, Assistant Professor, Marketing Department, Quinlan School of Business, Loyola University of Chicago, will speak on 'The Internationalization of Emerging Market Brands: The Role of the Domestic Institutional Environment'.

Abstract:

 

The prevalence of emerging market (EM) firms in the global marketplace is expanding more than ever. In the next 25 years, world economy growth is expected to be driven largely by growth in emerging economies. Integral to EM firm success in international markets is exporting brands that can compete abroad (Kumar and Steenkamp 2013). As the prominence of EM firms on the global stage has increased significantly within the past couple decades, so, too, has the presence of EM brands. Much of the existing EM brand research focuses on hardships that confront EM brands when competing abroad or perceptions of the quality inferiority and country-of-origin effects.

 

So, here is the first question: How does the interplay between EM firms’ capabilities and home market regulatory institutional factors impact their brand export decisions? That is, do EM firms’ home market regulatory institutional factors potentially enhance their likelihood to deploy their brands abroad?

And the second question: Do those same home market regulatory institutional factors influence the ultimate performance of EM brands above and beyond the conditions in their host markets?
We answer these questions via a longitudinal study of EM brands, tracking the decision to expand brands internationally and the subsequent performance of brands in foreign markets.

 

Address: 33 Kirpichnaya ulitsa, room 634

Start time: 16.30

Working language: English