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Generic Product Strategies for Emerging Market Exports into Triad Nation Markets: A Mimetic Isomorphism Approach

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  • Lance Eliot Brouthers
  • Edward O'Donnell
  • John Hadjimarcou

Abstract

ABSTRACT Based on the concept of mimetic isomorphism, we theorize that, by imitating the home country MNE modal generic product strategy in each Triad nation, emerging market firms (EMFs) can improve their export performance satisfaction. We hypothesize that EMFs which: (1) target the EU and use a Premium strategy, (2) target Japan and use a Superior Value strategy, or (3) target the USA and use an Economy strategy will, on average, achieve higher levels of satisfaction with export performance than EMFs that enter emerging markets or EMFs that employ other product strategies in Triad nation markets. Our hypothesis is tested and supported on a sample of Romanian and Chinese exporters. Managerial implications of our theory and findings are discussed.

Suggested Citation

  • Lance Eliot Brouthers & Edward O'Donnell & John Hadjimarcou, 2005. "Generic Product Strategies for Emerging Market Exports into Triad Nation Markets: A Mimetic Isomorphism Approach," Journal of Management Studies, Wiley Blackwell, vol. 42(1), pages 225-245, January.
    • Handle: RePEc:bla:jomstd:v:42:y:2005:i:1:p:225-245
    DOI: 10.1111/j.1467-6486.2005.00495.x
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    References listed on IDEAS

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