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124
The Leading Question:
What Western multinational corporations (MNCs) need to know to successfully reverse their innovation flow i.e. launch new products developed in emerging markets in their domestic markets?
Main Findings:
- Realities in emerging markets are well suited for designing basic products that can be the starting point for product up-contenting.
- Products originally developed for emerging markets can be successfully adapted for sale in developed markets – a “reverse” innovation flow gains momentum.
- This strategy can both help to unlock new customer segments in wealthy markets and to compete against emerging MNCs, private labels, and generics conquering these markets bottom-up.
122
In diesem Beitrag wird die Expansion eines Samples von 47 HDAX-Unternehmen zwischen 1995 und 2004 hinsichtlich des Expansionsverlaufs, der Expansionsrichtung (Internationalisierung und Diversifikation) und der Expansionsumsetzung beschrieben. Die Betrachtung von 1.830 einzelnen Expansionsschritten führt zu einem detaillierten und umfassenden Bild der Expansionspfade dieser Unternehmen. Insgesamt zeigt sich, dass die Entwicklung der betrachteten Unternehmen sehr heterogen verläuft. Hieraus ergeben sich verschiedene interessante Fragestellungen und Implikationen für die weitere Forschung zur Expansion von Unternehmen. Vor allem scheint es fraglich, ob die bisherige Praxis, Internationalisierung und Produktdiversifikation getrennt zu betrachten, dem Phänomen der Expansion von Unternehmen gerecht wird.
121
Research on strategic agenda building has traditionally emphasized individual agency, thereby neglecting organizational context. Developing a contextual model of strategic agenda building, we address this limitation. Based on the evolutionary framework we show that an organization’s core elements, that is, strategy, culture, structure and top management team, heavily influence what issues are considered in organizational agenda building processes. Moreover, the strategic agenda building process, apart from the role of capabilities and cognition, provides an alternative explanation for path dependency.
120
The paper analyzes firms' expansion paths within and across industries and specifically different patterns along these paths. Using a procedure previously applied in statistical process control and employing longitudinal data on the expansion of 91 German firms, we analyzed firms' clustering behavior regarding different characteristics. Results reveal that expansion is a heterogeneous process: the clustering behavior along the expansion path does not only differ between firms, but also within one firm regarding different characteristics of its expansion path.