Augmented reality (AR) integrates virtual content into a consumer's perception of the real world. While academic interest in AR is growing, most prior research has focused on consumer evaluations of AR content and neglected the physical context in which AR content is consumed. Addressing this...

Over decades, research on multinational enterprises’ (MNEs) strategies has been anchored in internalization theory. Strongly grounded in transaction cost economics to explain foreign market entry, it hardly explains how MNEs can build and sustain a competitive advantage. Thus, this paper aims...

Performance is the lifeblood of a firm's management. Performance itself depends on the adaptation of strategy, based on learning and the environment. An important way that firms adapt their strategy is through imitation or mimetic isomorphism. Imitation implies a referent for such adaptations....

This study proposes a conceptual process framework to describe how international strategic alliance partners overcome the liabilities of cultural distance. We conduct an in-depth analysis of 31 semi-structured interviews with alliance managers and directors. Our findings suggest that a...

Performance is the lifeblood of a firm's management. Performance itself depends on the adaptation of strategy, based on learning and the environment. An important way that firms adapt their strategy is through imitation or mimetic isomorphism. Imitation implies a referent for such adaptations....