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Journal of the Academy of Marketing Science

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01.03.2012

The regional and global competitiveness of multinational firms

verfasst von: Alan M. Rugman, Chang Hoon Oh, Dominic S. K. Lim

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 2/2012

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Abstract

International competitiveness ultimately depends upon the linkages between a firm’s unique, idiosyncratic capabilities (firm-specific advantages, FSAs) and its home country assets (country-specific advantages, CSAs). In this paper, we present a modified FSA/CSA matrix building upon the FSA/CSA matrix (Rugman 1981). We relate this to the diamond framework for national competitiveness (Porter 1990), and the double diamond model (Rugman and D’Cruz 1993). We provide empirical evidence to demonstrate the merits and usefulness of the modified FSA/CSA matrix using the Fortune Global 500 firms. We examine the FSAs based on the geographic scope of sales and CSAs that can lead to national, home region, and global competitiveness. Our empirical analysis suggests that the world’s largest 500 firms have increased their firm-level international competitiveness. However, much of this is still being achieved within their home region. In other words, international competitiveness is a regional not a global phenomenon. Our findings have significant implications for research and practice. Future research in international marketing should take into account the multi-faceted nature of FSAs and CSAs across different levels. For MNE managers, our study provides useful insights for strategic marketing planning and implementation.

Vorheriger Artikel Reflections on international marketing: destructive regeneration and multinational firms

Nächster Artikel A dynamic perspective to the internationalization of small-medium enterprises

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Titel: The regional and global competitiveness of multinational firms
verfasst von: Alan M. Rugman
Chang Hoon Oh
Dominic S. K. Lim
Publikationsdatum: 01.03.2012
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 2/2012
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-011-0270-5

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