Purpose – The purpose of this paper is to explore how a global supplier network can support and contribute to a market driving strategy. Theoretically, the paper contributes by integrating the market driving strategy and the network approach. IKEA is considered one of the leading market...

Purpose – The purpose is to investigate how a retailer identifies critical network actors and gains their support when entering an emerging market. and to examine the role of a firm's relationships with different types of actors on the new market. Design/methodology/approach – The study is...

Purpose – The aim of this paper is to examine the relationship between corporate branding and market driving. This is achieved by focusing on key dimensions of brand identity such as brand values and staff behaviours, while acknowledging the role of vision and organisational culture. The links...

This volume looks at interaction between business firms and socio-political actors in emerging markets - and how this relationship can be managed - and deals with the interconnection between the socio-political organizations in emerging markets and MNCs. Inferring to different business...

Purpose The purpose of this study is to assess the effect of three key inter-firm orientations often regarded as central and challenging capabilities within the marketing literature namely (i) market orientation, (ii) entrepreneurial orientation and (iii) brand orientation and their effects on...

The ebook edition of this title is Open Access and freely available to read online. The importance of ethical practices and a sustainable competitive position is being increasingly emphasised by all types of business and across all industries. The chapters collected in Creating a Sustainable...