IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v149y2022icp217-230.html
   My bibliography  Save this article

Esoteric governance mechanism and collective brand equity creation in confederated organizations: Evidence from an emerging economy

Author

Listed:
  • Basu, Shubhabrata
  • Pereira, Vijay
  • Sinha, Paresha
  • Malik, Ashish
  • Moovendhan, V.

Abstract

Homogenous resource endowment, contrary to resource heterogeneity, is an unlikely source of competitive advantage. Likewise, a proliferation of similar organizations in a given environment, triggers intense incumbent rivalry. In this study, we present evidence of how resource homogeneity amongst industry peer firms leads to non-competitive aggregation under a confederated structure. The creation of that structure is facilitated by quasi-normative, esoteric governance mechanisms, leading to creation, and leveraging of common brand equity as a collective resource, that provide members with competitive advantages. Using an emerging market case study on an ethnic group of about 2,000 independent restaurants, we highlight how the founder’s esoteric beliefs nearly a century ago, coupled with formalized and standardized processes and practices, and the spawning of newer restaurants via replication, reinforce the collective brand equity. Complementing the case study, we adopted the survey method to empirically test and validate the existence of brand equity from customers’ side.

Suggested Citation

  • Basu, Shubhabrata & Pereira, Vijay & Sinha, Paresha & Malik, Ashish & Moovendhan, V., 2022. "Esoteric governance mechanism and collective brand equity creation in confederated organizations: Evidence from an emerging economy," Journal of Business Research, Elsevier, vol. 149(C), pages 217-230.
    • Handle: RePEc:eee:jbrese:v:149:y:2022:i:c:p:217-230
    DOI: 10.1016/j.jbusres.2022.05.007
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296322004301
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2022.05.007?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Tarun Khanna & Jan W. Rivkin, 2001. "Estimating the performance effects of business groups in emerging markets," Strategic Management Journal, Wiley Blackwell, vol. 22(1), pages 45-74, January.
    2. Mukherjee, Debmalya & Kumar, Satish & Mukherjee, Deepraj & Goyal, Kirti, 2022. "Mapping five decades of international business and management research on India: A bibliometric analysis and future directions," Journal of Business Research, Elsevier, vol. 145(C), pages 864-891.
    3. Elena-Nicoleta UNTARU & Ana ISPAS, 2013. "Why Do Young People Prefer Fast- Food Restaurants? An Exploratory Study," Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 15(15), pages 27-34, June.
    4. Mason, Charlotte H. & Milne, George R., 1994. "An approach for identifying cannibalization within product line extensions and multi-brand strategies," Journal of Business Research, Elsevier, vol. 31(2-3), pages 163-170.
    5. David J. Teece, 2003. "Towards an Economic Theory of the Multiproduct Firm," World Scientific Book Chapters, in: Essays In Technology Management And Policy Selected Papers of David J Teece, chapter 15, pages 419-446, World Scientific Publishing Co. Pte. Ltd..
    6. Benraïss-Noailles, Laïla & Viot, Catherine, 2021. "Employer brand equity effects on employees well-being and loyalty," Journal of Business Research, Elsevier, vol. 126(C), pages 605-613.
    7. Basu, Shubhabrata & Munjal, Surender & Malik, Ashish & Vrontis, Demetris, 2021. "Investigating the causal configurations of cost-efficient firms at the bottom of the pyramid," International Business Review, Elsevier, vol. 30(5).
    8. Grossman, Sanford J & Hart, Oliver D, 1986. "The Costs and Benefits of Ownership: A Theory of Vertical and Lateral Integration," Journal of Political Economy, University of Chicago Press, vol. 94(4), pages 691-719, August.
    9. Davis, Peter S. & Schul, Patrick L., 1993. "Addressing the contingent effects of business unit strategic orientation on relationships between organizational context and business unit performance," Journal of Business Research, Elsevier, vol. 27(3), pages 183-200, July.
    10. Daphne W. Yiu & Yuan Lu & Garry D. Bruton & Robert E. Hoskisson, 2007. "Business Groups: An Integrated Model to Focus Future Research," Journal of Management Studies, Wiley Blackwell, vol. 44(8), pages 1551-1579, December.
    11. Birger Wernerfelt, 1984. "A resource‐based view of the firm," Strategic Management Journal, Wiley Blackwell, vol. 5(2), pages 171-180, April.
    12. Phung, Minh Tuan & Ly, Pham Thi Minh & Nguyen, Tin Trung, 2019. "The effect of authenticity perceptions and brand equity on brand choice intention," Journal of Business Research, Elsevier, vol. 101(C), pages 726-736.
    13. Crémer, Jacques & Palfrey, Thomas R., 1999. "Political Confederation," American Political Science Review, Cambridge University Press, vol. 93(1), pages 69-83, March.
    14. Srivastava, Abhinav & Mukherjee, Srabanti & Jebarajakirthy, Charles, 2020. "Aspirational consumption at the bottom of pyramid: A review of literature and future research directions," Journal of Business Research, Elsevier, vol. 110(C), pages 246-259.
    15. Prescott, Edward C & Townsend, Robert M, 1984. "Pareto Optima and Competitive Equilibria with Adverse Selection and Moral Hazard," Econometrica, Econometric Society, vol. 52(1), pages 21-45, January.
    16. Michael C. Jensen, 1994. "Self‐Interest, Altruism, Incentives, And Agency Theory," Journal of Applied Corporate Finance, Morgan Stanley, vol. 7(2), pages 40-45, June.
    17. Krittinee Nuttavuthisit & John Thøgersen, 2017. "The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food," Journal of Business Ethics, Springer, vol. 140(2), pages 323-337, January.
    18. Jeanne Liedtka, 2008. "Strategy Making and the Search for Authenticity," Journal of Business Ethics, Springer, vol. 80(2), pages 237-248, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chen, J. & Elliott, M. & Koh, A., 2020. "Capability Accumulation and Conglomeratization in the Information Age," Cambridge Working Papers in Economics 2069, Faculty of Economics, University of Cambridge.
    2. Tan, Danchi & Meyer, Klaus E., 2010. "Business groups' outward FDI: A managerial resources perspective," Journal of International Management, Elsevier, vol. 16(2), pages 154-164, June.
    3. Adam Leaver & Keir Martin, 2021. "‘Dams and flows’: boundary formation and dislocation in the financialised firm," Review of Evolutionary Political Economy, Springer, vol. 2(3), pages 403-429, December.
    4. Mohammad Fuad & Ashutosh Kumar Sinha, 2018. "Entry-timing, business groups and early-mover advantage within industry merger waves in emerging markets: A study of Indian firms," Asia Pacific Journal of Management, Springer, vol. 35(4), pages 919-942, December.
    5. Jeoung Yul Lee & Shufeng (Simon) Xiao & Surender Munjal, 2023. "How business groups build globally relevant knowledge from local contexts? Exploring the double-edged sword effect of cultural diversity," Asian Business & Management, Palgrave Macmillan, vol. 22(5), pages 2189-2224, November.
    6. Sougata Ray & Bikramjit Ray Chaudhuri, 2018. "Business Group Affiliation and Corporate Sustainability Strategies of Firms: An Investigation of Firms in India," Journal of Business Ethics, Springer, vol. 153(4), pages 955-976, December.
    7. Patibandla, Murali, 2002. "Intangible Assets, Multinational Firms and Joint Ventures: The Case of Financial Services in Developing Economies," Working Papers 2-2002, Copenhagen Business School, Department of International Economics and Management.
    8. Kim, Jongwook & Mahoney, Joseph T., 2008. "A Strategic Theory of the Firm as a Nexus of Incomplete Contracts: A Property Rights Approach," Working Papers 08-0108, University of Illinois at Urbana-Champaign, College of Business.
    9. Elizabeth J. Altman & Frank Nagle & Michael L. Tushman, 2013. "Innovating Without Information Constraints: Organizations, Communities, and Innovation When Information Costs Approach Zero," Harvard Business School Working Papers 14-043, Harvard Business School, revised Sep 2014.
    10. Elif AKBEN SELCUK, 2014. "Corporate Diversification, Group Affiliation and Firm Value: Evidence From Turkey," Journal of BRSA Banking and Financial Markets, Banking Regulation and Supervision Agency, vol. 8(2), pages 151-174.
    11. Gonçalo Rodrigues Brás & Miguel Torres Preto, 2021. "The consequences of intrapreneurship in exporting firms: a structural-model approach," CeBER Working Papers 2021-06, Centre for Business and Economics Research (CeBER), University of Coimbra.
    12. Youngshin Woo & Wooseok Choi & Insik Min & Mugoan Jeong, 2020. "Korean Business Groups and Performance of Group-Affiliated Professional Sport Teams: Focusing on the Asian Financial Crisis," Sustainability, MDPI, vol. 12(17), pages 1-15, August.
    13. Gérard Charreaux, 2002. "Variation sur le thème:"À la recherche de nouvelles fondations pour la finance et la gouvernance d'entreprise"," Revue Finance Contrôle Stratégie, revues.org, vol. 5(3), pages 5-68, September.
    14. Matyukha, Andriy, 2017. "Business groups in agriculture impact of ownership structures on performance: The case of Russia's agroholdings," Studies on the Agricultural and Food Sector in Transition Economies 254051, Institute of Agricultural Development in Transition Economies (IAMO).
    15. Nicolai J. Foss, 2002. "The Strategy and Transaction Cost Nexus Past Debates, Central Questions, and Future Research Possibilities," DRUID Working Papers 02-04, DRUID, Copenhagen Business School, Department of Industrial Economics and Strategy/Aalborg University, Department of Business Studies.
    16. Xiang Ding & Teresa C. Fort & Stephen J. Redding & Peter K. Schott, 2019. "Structural Change Within Versus Across Firms: Evidence from the United States," Working Papers 2019-9, Princeton University. Economics Department..
    17. Mehmet Ali Köseoglu & John A. Parnell & Melissa Yan Yee Yick, 2021. "Identifying influential studies and maturity level in intellectual structure of fields: evidence from strategic management," Scientometrics, Springer;Akadémiai Kiadó, vol. 126(2), pages 1271-1309, February.
    18. Bowen, Harry P. & Baker, H. Kent & Powell, Gary E., 2015. "Globalization and diversification strategy: A managerial perspective," Scandinavian Journal of Management, Elsevier, vol. 31(1), pages 25-39.
    19. Bisin, A. & Geanakoplos, J.D. & Gottardi, P. & Minelli, E. & Polemarchakis, H., 2011. "Markets and contracts," Journal of Mathematical Economics, Elsevier, vol. 47(3), pages 279-288.
    20. Garg, Shresth & Ghosh, Pulak & Tan, Brandon Joel, 2023. "Within firm supply chains: Evidence from India," Journal of International Economics, Elsevier, vol. 144(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:149:y:2022:i:c:p:217-230. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.