Purpose

The authors discuss a dominant logic as the main idea behind a global marketing logic (GML) of an MNE and investigate how local stakeholders’ influence the feasibility of applying the GML in emerging markets. The aim of the paper is to enhance the understanding of the factors that influence the local stakeholders' acceptance of the MNEs' GML and the different activities of MNEs that may increase the acceptance.

Design/methodology/approach

The authors apply a qualitative case study method investigating three Swedish MNEs and their activities while implementing a GML in the big emerging markets. The authors study their relationships with business, political and social stakeholders.

Findings

The authors identify three persistent contents of the GML: (1) a consistent value chain role across markets, (2) standardized, premium products/services and promotion strategies, (3) a corporate brand-based identity. The development of trust, commitment, legitimacy and power within local stakeholders’ relationships influences the approval. The acceptance of the MNE's GML by local stakeholders strengthens its market position.

Originality/value

The authors extend the knowledge by investigating the nature of a GML and explain to what extent it may help MNEs to gain a competitive position. The authors also discuss how global and local activities may influence local stakeholders' acceptance. This study contributes towards a better understanding of how and to what extent a GML can be successful.

中文翻译：

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全球营销逻辑：当地利益相关者在多元化新兴市场的影响力

目的

作者讨论了作为跨国公司全球营销逻辑 (GML) 背后主要思想的主导逻辑，并调查了当地利益相关者如何影响在新兴市场应用 GML 的可行性。本文的目的是加深对影响当地利益相关者接受跨国公司 GML 的因素以及可能提高接受度的跨国公司不同活动的理解。

设计/方法/方法

作者应用定性案例研究方法调查了三个瑞典跨国公司及其在大型新兴市场实施 GML 的活动。作者研究了他们与商业、政治和社会利益相关者的关系。

发现

作者确定了 GML 的三个持久内容：(1) 跨市场的一致价值链角色，(2) 标准化的优质产品/服务和促销策略，(3) 基于企业品牌的标识。当地利益相关者关系中信任、承诺、合法性和权力的发展会影响批准。当地利益相关者对跨国公司 GML 的接受加强了其市场地位。

原创性/价值

作者通过调查 GML 的性质扩展了知识，并解释了它在多大程度上可以帮助跨国公司获得竞争地位。作者还讨论了全球和本地活动如何影响本地利益相关者的接受度。这项研究有助于更好地了解 GML 如何以及在多大程度上取得成功。