Purpose This paper aims to study how multinational enterprises (MNEs) can best integrate legitimacy concerns into their new product-launching strategy to successfully introduce high-value hi-tech innovations in emerging countries. Design/methodology/approach Theoretical constructs on the role...

The existing marketing, strategy and economics literature have little to offer by way of recommendations to promote entrepreneurship in the informal economy, except to advocate that multinationals, local firms, state and public agencies should work together to bring the informal economy into the...

Agri-biotech multinational enterprises (MNEs) are persisting to push genetically modified plant varieties (GMV) worldwide including emerging countries as a technological solution for sustainable development. However, in emerging countries, the structure and effectiveness of regulation and...