Axèle Giroud

Corporate branding: analysis of a city communication strategy

This exploratory research examines how corporate communications can influence stakeholder perceptions to enhance or detract from the city as a brand. It uses the UK city of Bradford as a case study and adopts theoretical concepts of product and corporate branding. Balmers AC2ID test of corporate identity is applied to identify gaps in the Citys official communications strategy, revealing conflicting messages between local government policy and different stakeholder groups. This analysis points to the need for positive visual evidence of change, such as an improved built environment in the city centre. The analysis may have value for policy‐makers in the UK and elsewhere who seek to improve community and stakeholder relationships. This research may also help to promote an honest approach towards branding cities as well as providing the potential for an enhanced brand value.

Japanese transnational corporations' knowledge transfer to Southeast Asia: The case of the electrical and electronics sector in Malaysia

The role of Japanese Transnational Corporations (TNCs) in the economic development of the host Southeast Asian countries is at the heart of contemporary discussion on knowledge transfer. This paper is an empirical analysis of the existence of knowledge transfer from Japanese TNCs to their local suppliers in the Malaysian Electrical and Electronics sector. A logistic regression model enables to define the factors that determine the existence of knowledge transfer between Japanese affiliates and their local suppliers.

The competitive advantage of nations: An application to academia

Within the field of bibliometrics, there is sustained interest in how nations “compete” in terms of academic disciplines, and what determinants explain why countries may have a specific advantage in one discipline over another. However, this literature has not, to date, presented a comprehensive structured model that could be used in the interpretation of a countrys research profile and academic output. In this paper, we use frameworks from international business and economics to present such a model.

Acquisition of marketing knowledge in small and medium‐sized IJVs: The role of compatibility between parents

Purpose – This paper aims to examine the effects of compatible characteristics between parent firms on the extent to which international joint ventures (IJVs) acquire marketing knowledge. Compatible organisational characteristics are a particularly important component for absorptive capacity in that it may play a pivotal role in extending the prior relevant knowledge base and promoting a favourable learning environment. A series of hypotheses based on the literature is tested, which suggests that: there is a close association between IJV size and the level of knowledge acquisition, and compatible characteristics between parents positively influence marketing knowledge acquisition in IJVs.Design/methodology/approach – The data were obtained by a survey. Questionnaires were posted to the CEOs of IJVs in Korea. A total of 688 questionnaires were sent out and 128 were returned, giving a response rate of 18.6 per cent.Findings – The paper finds that the marginal differences in mean values indicate that firm si...

Acquisition of managerial knowledge from foreign parents: evidence from Korean joint ventures

This paper contributes to the literature on intra- and inter-firm knowledge transfer by examining knowledge acquisition by Korean international joint ventures from their foreign parents. A conceptual model is presented which identifies the factors that have been found to influence knowledge transfer, organised into variables related to the local recipient firm, the foreign sender firm and the relationship between the two. The model is examined by means of a series of multiple regressions using a sample of 128 Korean international joint ventures. We find that: (1) the international joint ventures intent to learn and international experience; (2) the level of trust between parents and their business relatedness; and (3) the active managerial engagement of the foreign parent are the most important factors explaining the level of knowledge acquisition within the international joint ventures.

Regionalization, foreign direct investment and poverty reduction: Lessons from Vietnam in ASEAN

This article examines whether, and to what degree, Vietnam has benefited from foreign direct investment (FDI) since its entry into ASEAN in 1995. The investigation consists of an assessment of ‘halo’ and market creation effects, linkages into the regional and global value chain and the lessons learned from the experience of other ASEAN countries. There is little evidence that the halo or market effects have affected TNC entry into Vietnam. However, foreign subsidiaries in Vietnam are closely integrated into regional and global value chains and ASEAN-based TNCs are a very promising source for further investment into Vietnam, however this value-chain involvement has to be managed very carefully. On the lessons side, the analysis shows that development in most ASEAN economies is largely a scale effect (with nuances) and the Holy Grail of spillover effects has scarcely been glimpsed. Vietnam can learn valuable lessons from ASEAN countries such as Malaysia and Thailand, where direct effects (e.g. employment) and consumption multipliers are high, but value-chain multipliers and spillovers remain low.

Refining of FDI motivations by integrating global value chains’ considerations

Purpose – The purpose of this paper is to show how the nature of the activities conducted by multinational enterprises globally and the governance modes are changing. Essentially, multinational enterprises (MNEs) structure and organize their activities in a more complex, fragmented and geographically dispersed manner. In this paper, the authors suggest that the evolution of MNEs and the rising importance of global value chains (GVCs) require a refinement of FDI motivations rather than a drastic change in the existing categories. The authors begin with a historical overview of evolving firms’ international strategies and FDI motivations, before developing arguments to support the view that the fine slicing of economic activities on a global scale, and the combination of governance modalities ought to be integrated into the presentation of investment motivations. The discussion ends with implications for governments and policymaking. Design/methodology/approach – This paper is a conceptual paper. Findings –...

Subsidiary Knowledge Development in Knowledge-Intensive Business Services: A Configuration Approach

The international marketing literature has suggested that the characteristics of the subsidiary–headquarters relationship play an important role in subsidiary knowledge development within the field of multinational corporations. However, few studies have examined the association between the subsidiary–headquarters relationship and the subsidiary strategic role and its effects on subsidiary knowledge development. In this article, the authors first examine the effect of four subsidiary–headquarters relational characteristics (socialization mechanisms, autonomy, shared values, and internal embeddedness) on subsidiary knowledge development. Then, building on configuration theory, the authors employ two perspectives of fit (moderation and profile deviation) to investigate the impact of fit between strategy and relational characteristics and examine their effects on subsidiary knowledge development. Using data from 184 U.K. foreign-owned subsidiaries operating in the knowledge-intensive business services sector, the authors confirm that internal embeddedness, socialization mechanisms, and autonomy are positively related to subsidiary knowledge development. Furthermore, the findings support the moderation and profile deviation perspectives and indicate that aligning the subsidiarys strategic role with relational characteristics can lead to superior knowledge development.

Multinational enterprise policies towards international intra-firm technology transfer: The case of Japanese manufacturing firms in Asia

In this paper, we examine Japanese manufacturing firms’policies towards intra-firm technology transfer to subsidiaries located in 10 major countries in Asia. In contrast to other research on the topic, this paper is based on a study ofparent firms and thus examines technology transfer policies more directly. The aims of the paper are to explain what Japanese parent firms understand by technology transfer, and to assess the policy implications of the study. The findings indicate that Japanese parent companies have coherent, systematic and nuanced policies on technology transfer to subsidiaries in developing countries. Three distinct categories of technology (“production/supply chain knowledge”; “human resources systems” and “technology for innovation”) are recognised by firms and policies exist for each category, including whether it will be transferred, the extent of the transfer—and when.

MNE Linkages in ASEAN

In an age of increased necessity for competitiveness of nations and at a time when the world economy is facing recession, this book explores the possible trajectory of ASEAN – arguably one of the most dynamic areas in the world – as a regional economic and political bloc. The expert contributors address the industrial competitiveness of ASEAN and analyse the role of MNEs against the background of the challenges of integration. They illustrate that regional integration will only be a success if ASEAN’s linkages are broadened with global partners through negotiations of Free Trade Agreements. The book concludes that although much still remains to be done, and many promises are still to be unveiled, ASEAN’s ‘coming of age’ is an historic milestone.