International Business Strategy in Complex Markets

In this revised second edition, Hans Jansson develops and applies an international business and marketing strategy framework to contemporary complex global markets. This cutting-edge textbook explores the major challenges associated with doing business in complex and turbulent emerging markets, stressing the strategic importance of the natural environment. Taking a holistic perspective that integrates stakeholder and shareholder views, this textbook employs an innovative network institutional framework to achieve sustainable competitive advantages by creating economic, social and ecological values with stakeholders. This updated edition includes:The international network strategy (INS), offering a framework for connecting MNCs and multinational exporters with parties in new economic, social and natural environments, and the international matching strategy (IMS), dealing with how MNCs achieve legitimacyAn overview of the historical development of the supranational environment, structured as three waves of the internationalization of firms, including the integration of foreign direct investment into the global value chainDedicated chapters outlining the development of research on international business, strategy, marketing, networks and institutionsA methodology for analysing the institutional context of foreign local markets. Insightful and enlightening, this textbook is ideal for postgraduate students of international business, strategy and marketing. This book will also offer frameworks and strategic tools for managers, consultants and practitioners confronting strategic issues in complex markets.

‘International Business Strategy in Complex Markets is a thorough study of how European multinationals located in mature markets have managed to enter complex emerging markets and how they have solved various problems.’

Hans Jansson, Linnaeus University, Sweden