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Ziel des Beitrags ist ein integrativer Überblick sowie eine Analyse der Chancen und Risiken von F&E-Aktivitäten multinationaler Pharmaunternehmen in Schwellenländern. Dafür wurde die Literatur zu F&E-Aktivitäten von Big-Pharmaunternehmen und deren Internationalisierung in Schwellenländern systematisch ausgewertet. Das traditionelle F&E-Modell, bei dem Big-Pharmaunternehmen ihre F&E selbst und zentralisiert durchführen, wird durch neue F&E-Ansätze in den Schwellenländern ergänzt. Diese umfassen die Diversifizierung des Produktportfolios, Outsourcing und Kooperationen sowie die Entstehung von Innovationsclustern in Schwellenländern. Aus der Kombination dieser Ansätze ergeben sich drei neue Geschäftsmodelle für Big-Pharmaunternehmen.
Purpose
The purpose of this paper is to investigate how professional football clubs from the English Premier League, German Bundesliga and Spanish Primera División use digital media to expand their international reach in emerging football markets (EFM) outside of Europe. Based on the EPRG framework and Rugman’s home-region hypothesis, the aim is to broaden the perspective where “sports go global” for a further understanding of actors’ international orientation in the digital sphere.
Design/methodology/approach
The study is based on data from desk research and a qualitative survey, comprising information on international digital media activities of 58 European clubs. Cluster analysis is used to identify different international orientations with regard to digital media activities.
Findings
The data provide evidence that clubs differ strongly in their orientations towards EFM. While some global players that provide digital media content in several EFM languages and attract a large share of Facebook followers from EFM exist, other clubs focus on their home region. League-specific differences become apparent.
Originality/value
This study determines the international online orientations of European football clubs by combining two previously separated research streams in football management studies: internationalisation and digital media activities. Most clubs with a strong EFM fan base choose polycentric, multi-language digital media strategies, followed by geocentric, standardised approaches. By offering a novel angle on internationalisation in professional football, this study contributes towards optimising clubs’ international online strategies for EFM, which are markets that promise high growth rates.
Virtual teams that use integrated communication technologies are ubiquitous in cross-border collaboration. This study explored media use and communication performance in multilingual virtual teams. Based on surveys from 96 virtual teams (with 578 team members), the research showed that more time spent in synchronous communication channels such as online conferences increased inclusion and satisfaction. Team members with lower language proficiency felt less included in synchronous and asynchronous collaboration, whereas team members with higher language proficiency felt less satisfied with asynchronous collaboration. Also, limited language proficiency speakers were significantly less likely to view synchronous tools as helpful for their teams to reach a mutual decision. Our data supports Media Synchronicity Theory (MST) for native and highly proficient English speakers. However, MST needs to be adjusted to account for different levels of language proficiency.