Nonmarket strategies predictors for foreign firms

Hans van Kranenburg*, C.L. Voinea

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

This paper explores the preference of firms to use a particular type of proactive nonmarket strategy in a host environment and to identify which firm’s resources and role are underlying the preference. Based on international business, resource based view, and corporate political strategy literature, we identified
specific firm’s resources and roles which are most likely to affect the predilection for implementing a relational or a transactional nonmarket strategy by firms in a host environment. Evidence is provided by a survey sample of foreign firms operating in the Netherlands. It shows that firms do not prefer to use these proactive nonmarket strategies simultaneously. The results also show that firms enjoying high visibility and with a host country’s market focus are more inclined to implement a relational nonmarket strategy, while firms with a regional headquarters role and high host country experience prefer more to use a transactional nonmarket strategy instead of a relational one.
Original languageEnglish
Pages (from-to)82-92
Number of pages11
JournalScandinavian Journal of Management
Volume33
Issue number2
DOIs
Publication statusPublished - Jun 2017

Fingerprint

Netherlands
Foreign firms
Predictors
Non-market strategy
Surveys and Questionnaires
Firm resources
International business
Host country
Headquarters
The Netherlands
Resource-based view
Visibility
Sample survey
Corporate political strategy

Keywords

  • non-market strategy
  • firm level determinants
  • Institutional forces

Cite this

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Nonmarket strategies predictors for foreign firms. / van Kranenburg, Hans; Voinea, C.L.

In: Scandinavian Journal of Management, Vol. 33, No. 2, 06.2017, p. 82-92.

Research output: Contribution to journalArticleAcademicpeer-review

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