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Strategic investment flexibility for MNE success in Russia: Evolving beyond entry modes

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  • McCarthy, Daniel J.
  • Puffer, Sheila M.

Abstract

Many American multinational enterprises (MNEs) are currently active in Russia despite the turbulence encountered in that transitional economy. Most seem to have entered as an extension of their global strategies with a long-term horizon. While some entered with considerable involvement and substantial investment, others followed a more cautious or incremental path. This article focuses on how MNE strategies have evolved after entry and describes six strategic approaches. Strategic investment flexibility is found to depend upon a company 's original entry strategy and tolerance for risk, as well as its assessment of the legal and political environment, industry conditions, market readiness for its products or services, competition, and the investment required to establish a sustainable competitive position. Keys to successful strategy development are drawn from the experiences of US MNEs which have established growing businesses in the vast Russian market. The strategies of such successful MNEs, however initiated upon entry, usually evolved to a relatively heavy investment position.

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  • McCarthy, Daniel J. & Puffer, Sheila M., 1997. "Strategic investment flexibility for MNE success in Russia: Evolving beyond entry modes," Journal of World Business, Elsevier, vol. 32(4), pages 293-319, January.
    • Handle: RePEc:eee:worbus:v:32:y:1997:i:4:p:293-319
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    Cited by:

    1. Schien Ninan & Jonas F. Puck, 2010. "The internationalization of Austrian firms in Central and Eastern Europe," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 15(3), pages 237-259.
    2. Elmar Lukas, 2005. "Sequential International Joint-Ventures and the Option to Choose," International Finance 0504007, University Library of Munich, Germany, revised 15 Nov 2005.
    3. Driouchi, Tarik & Bennett, David, 2011. "Real options in multinational decision-making: Managerial awareness and risk implications," Journal of World Business, Elsevier, vol. 46(2), pages 205-219, April.
    4. McCarthy, Daniel J. & Puffer, Sheila M. & Naumov, Alexander I., 2000. "Russia's retreat to statization and the implications for business," Journal of World Business, Elsevier, vol. 35(3), pages 256-274.
    5. Claudio Giachetti, 2016. "Competing in Emerging Markets: Performance Implications of Competitive Aggressiveness," Management International Review, Springer, vol. 56(3), pages 325-352, June.
    6. Sels, A.T.H., 2006. "Foreign direct investment as an entry mode. An application in emerging economies," Other publications TiSEM 583ca9b5-1691-425d-8f77-0, Tilburg University, School of Economics and Management.
    7. Christofi, Michael & Pereira, Vijay & Vrontis, Demetris & Tarba, Shlomo & Thrassou, Alkis, 2021. "Agility and flexibility in international business research: A comprehensive review and future research directions," Journal of World Business, Elsevier, vol. 56(3).
    8. Lukas, Elmar, 2007. "Dynamic market entry and the value of flexibility in transitional international joint ventures," Review of Financial Economics, Elsevier, vol. 16(1), pages 91-110.
    9. Karhunen, Päivi, 2008. "Managing international business operations in a changing institutional context: The case of the St. Petersburg hotel industry," Journal of International Management, Elsevier, vol. 14(1), pages 28-45, March.
    10. Elmar Lukas, 2007. "Dynamic market entry and the value of flexibility in transitional international joint ventures," Review of Financial Economics, John Wiley & Sons, vol. 16(1), pages 91-110.
    11. Puffer, Sheila M. & McCarthy, Daniel J., 2003. "The emergence of corporate governance in Russia," Journal of World Business, Elsevier, vol. 38(4), pages 284-298, November.
    12. Klaus E. Meyer & Modestas Gelbuda, 2006. "Process perspectives in international business research in CEE," Management International Review, Springer, vol. 46(2), pages 143-164, March.
    13. Hegarty, W. Harvey & Tihanyi, Laszlo, 1999. "Surviving the transition: Central European bank executives' view of environmental changes," Journal of World Business, Elsevier, vol. 34(4), pages 409-422, January.

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