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Fjellström, DaniellaORCID iD iconorcid.org/0000-0002-1666-4317
Publications (10 of 40) Show all publications
Komunda, M. B., Osarenkhoe, A., Fjellström, D., Katusabe, J. & Nyongyera, V. (2023). A Conceptual Framework to Unmask the Relationship between Marketing Mix Strategies, Marketing Culture and Sales Performance of Ugandan Manufacturing Firms. Journal of Service Science and Management, 16(06), 694-710
Open this publication in new window or tab >>A Conceptual Framework to Unmask the Relationship between Marketing Mix Strategies, Marketing Culture and Sales Performance of Ugandan Manufacturing Firms
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2023 (English)In: Journal of Service Science and Management, ISSN 1940-9893, E-ISSN 1940-9907, Vol. 16, no 06, p. 694-710Article in journal (Refereed) Published
Abstract [en]

The purpose of this paper was to study the relationship between marketing mix strategies, marketing culture and sales performance of Ugandan manufacturing firms. The study used a cross-sectional and quantitative design. Data was collected at a particular point in time. We employed firm-level data collected by means of a questionnaire survey sent to a sample of 118 of a total population of 178 manufacturing firms. The primary data was collected, coded; correlations and regression analysis were done using SPSS Version 21. Findings revealed a significant positive relationship between marketing mix strategies and sales performance, marketing mix strategies and marketing culture, and marketing culture and sales performance; marketing culture explains more of the variation in sales performance. The use of cross-sectional and quantitative methodology limits the researcher’s ability to make causal inferences and to examine behavioural change over time. Nevertheless, the insight gained from the conceptual framework and ideas posited are useful for developing a future research agenda. There is need for manufacturing firms to promote and recognize marketing culture and marketing mix strategies among CEOs and sales representatives.

Place, publisher, year, edition, pages
Scientific Research, 2023
Keywords
Marketing Mix Strategies, Marketing Culture, Sales Performance, Mbarara City
National Category
Business Administration
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-43642 (URN)10.4236/jssm.2023.166037 (DOI)
Available from: 2024-01-22 Created: 2024-01-22 Last updated: 2024-01-23Bibliographically approved
Hilmola, O.-P., Li, H., Hilletofth, P. & Fjellström, D. (2023). A Supply Chain Perspective Reviewing Shoring Cases. Operations and Supply Chain Management, 16(4), 524-534
Open this publication in new window or tab >>A Supply Chain Perspective Reviewing Shoring Cases
2023 (English)In: Operations and Supply Chain Management, ISSN 1979-3561, Vol. 16, no 4, p. 524-534Article in journal (Refereed) Published
Abstract [en]

Shoring trend of supply chains has changed over the decades. In the initial stages it mostly concerned about offshoring, however, recently it has changed to reshoring. This study focuses on the mainstreams of shoring case studies from the supply chain perspective with a systematic literature review. We identified 22 supply chain shoring cases from the initial pool of thousands of supply chain case studies. Publishing activity was increasing until 2010, but thereafter it has been sporadic. It could be concluded that shoring always contains numerous risks. As failures were also reported, it is simply so that not too much weight should be placed on costs and locating only to one country. Based on research works, global sourcing will continue in the future, however, new locations and practices shall prevail. Single-sided reshoring supply chains back to developed economies is not the only answer due to costs and supply chain tensions.

Place, publisher, year, edition, pages
OSCM, 2023
National Category
Other Mechanical Engineering Economics and Business
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-43436 (URN)10.31387/oscm0550409 (DOI)2-s2.0-85183007520 (Scopus ID)
Available from: 2023-12-13 Created: 2023-12-13 Last updated: 2024-02-05Bibliographically approved
Chowdhury, E., Fjellström, D., Mancuso, G. & Addo, R. (2023). Building Sports Brands and Fan Relationships During a Global Pandemic. In: : . Paper presented at ICAEM 2023: 17. International Conference on Advertising Effectiveness and Marketing, December 25-26, 2023, Dubai, United Arab Emirates.
Open this publication in new window or tab >>Building Sports Brands and Fan Relationships During a Global Pandemic
2023 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

This study aims to investigate the measures taken by hockey clubs, using SM, to build their brand and fan relationship during the COVID-19 pandemic in Sweden. To this end, the study looks at a variety of activities and commitments connected with SM, as well as taking into consideration the perspectives of both the hockey clubs and their fans.

Keywords
fans relationship, brand loyalty, interaction, engagement, social media
National Category
Economics and Business
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-43292 (URN)
Conference
ICAEM 2023: 17. International Conference on Advertising Effectiveness and Marketing, December 25-26, 2023, Dubai, United Arab Emirates
Available from: 2023-11-17 Created: 2023-11-17 Last updated: 2023-11-21Bibliographically approved
Fjellström, D., Osarenkhoe, A. & Roe, T. (2023). Enablers of international product customisation strategy - a Swedish case. International Journal of Business Environment, 14(2), 240-276
Open this publication in new window or tab >>Enablers of international product customisation strategy - a Swedish case
2023 (English)In: International Journal of Business Environment, ISSN 1740-0589, E-ISSN 1740-0597, Vol. 14, no 2, p. 240-276Article in journal (Refereed) Published
Abstract [en]

The aim of this study is to understand what factors influence companies to customise products international customers and markets. A qualitative case study with semi-structured interviews was conducted at one multinational corporation to gain insights into its product customisation strategy. The findings demonstrate how internationalisation can impact product customisation and identify four factors in the customisation process: culture, internationalisation, knowledge transfer, and product strategy. Tailored marketing strategies that influenced the international product customisation strategy (IPCS) were used. This study augmented on our understanding of how product customisation impacts internationalisation and vice versa, revealing the importance of knowledge transfer in IPCS and its growing impact due to digitalisation. It also shows how both B2B marketing and a tailored marketing strategy are overarching themes in international product customisation, making it one of few studies to recognise the relevance of omnichannel strategy in the B2B market segment.

Place, publisher, year, edition, pages
Inderscience, 2023
Keywords
digitalisation, knowledge transfer, internationalisation, product customisation.
National Category
Business Administration
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-40499 (URN)10.1504/ijbe.2022.10051621 (DOI)000972065100006 ()2-s2.0-85153892018 (Scopus ID)
Available from: 2022-11-23 Created: 2022-11-23 Last updated: 2023-05-26Bibliographically approved
Fjellström, D., Chowdhury, E., Ahmed, S. & Batkhuu, B. (2023). Implications for multinational enterprises from emerging market subsidiaries reverse knowledge transfer. Central European Management Journal, 31(3), 326-343
Open this publication in new window or tab >>Implications for multinational enterprises from emerging market subsidiaries reverse knowledge transfer
2023 (English)In: Central European Management Journal, ISSN 2336-2693, Vol. 31, no 3, p. 326-343Article in journal (Refereed) Published
Abstract [en]

Purpose: The study aims to understand the role of drivers, underlying challenges and, consequently, the implications of the reverse knowledge transfer (RKT) process for multinational enterprises (MNEs).

Method: A dyadic qualitative research design was used with a cross-country design covering perspectives from both the parent companies (PCs) and subsidiaries from the United States, Denmark, Pakistan, India, and Bangladesh. In-depth interviews were conducted with managers in multiple sectors such as information technology, telecommunications, project management, and engineering.

Findings: The study reveals the constraints and drivers of the RKT process, and furthermore elaborates on the implications for MNEs. RKT can lead to the development of new processes, subsidiary independence, and intra-organizational knowledge transfer. Besides, it can entail challenges such as position insecurity for subsidiaries and a blurring of the MNE market vision. The findings demonstrate several implications for the MNEs. 

Implications: The study highlights the direct implications of RKT for the multinational enterprises. The findings serve as a practical guide for global managers seeking to improve their competitive edge.

Originality: The study presents a framework of the RKT process from emerging market (EM) subsidiaries to PCs, that demonstrates the role of drivers, underlying challenges, and implications of the RKT process for the MNEs.

Paper type: Research paper

Place, publisher, year, edition, pages
Emerald, 2023
Keywords
Multinational Enterprises, Drivers, Constraints, Opportunities, Challenges.
National Category
Economics and Business
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-41768 (URN)10.1108/CEMJ-08-2022-0097 (DOI)001105298200002 ()2-s2.0-85168086909 (Scopus ID)
Available from: 2023-05-15 Created: 2023-05-15 Last updated: 2024-01-04Bibliographically approved
Fjellström, D., Chowdhury, E., Ahmed, S. & Islam, M. T. (2023). Influence of supply chain factors on reshoring decisions – A structured literature review. In: : . Paper presented at 41st IBIMA Business Conference, 26-27 June 2023, Granada, Spain.
Open this publication in new window or tab >>Influence of supply chain factors on reshoring decisions – A structured literature review
2023 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Aim: The purpose of this study is to explore how supply chain factors that influence decisions on reshoring have been discussed in previous research. 

Methodology: A structured literature review is used to analyze 139 peer-reviewed articles containing reliable and effective arguments and discussion related to the aim of the study, retrieved from the online research databases of EBSCOhost, Science Direct, Emerald Insight and Springer. 

Findings: The study identifies four supply chain factors that influence reshoring decisions, namely: supply chain resources, supply chain reconfiguration, the customer-supplier relationship, and supply chain proximity. 

Implications of the study: This study provides a novel starting point from which future researchers can initiate empirical studies to evaluate the influence of the identified supply chain factors on reshoring decisions. The findings can, in addition, help practitioners and managers to develop knowledge of the influence of supply chain factors when making reshoring decisions. 

Originality – This structured review extends our knowledge on the link between supply chain factors and reshoring, by drawing attention to how the factors of supply chain resources, supply chain reconfiguration, the customer-supplier relationship, and supply chain proximity influence reshoring decisions.

Keywords
Resources, configuration, relationship, proximity, challenges, networks
National Category
Economics and Business
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-42732 (URN)
Conference
41st IBIMA Business Conference, 26-27 June 2023, Granada, Spain
Available from: 2023-07-10 Created: 2023-07-10 Last updated: 2023-07-12Bibliographically approved
Fjellström, D., Hilletofth, P., Fang, T., Kumar, V., Kumar, A. & Tan, K. H. (2023). Manufacturing relocation ambiguity model: a prerequisite for knowledge management. British Journal of Management, 34, 1100-1116
Open this publication in new window or tab >>Manufacturing relocation ambiguity model: a prerequisite for knowledge management
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2023 (English)In: British Journal of Management, ISSN 1045-3172, E-ISSN 1467-8551, Vol. 34, p. 1100-1116Article in journal (Refereed) Published
Abstract [en]

Knowledge management and manufacturing relocation have been treated as independent spheres. However, for a relocation to be fruitful, knowledge management needs to be incorporated. The purpose of this research is to shed light on the lack of knowledge management in dynamic manufacturing relocation. In particular, the research focuses on the ability to change, adapt and revert manufacturing relocation decisions, that is, the dynamic nature (or use) of the concept. A Swedish company was used as a case study. Nine in-depth interviews were conducted with key informants at the company's headquarters in Sweden and its factory in China to capture a dyadic perspective. The findings demonstrate that: (1) knowledge transfer is crucial to create/sustain competitive advantage in the offshoring and reshoring phase; (2) lack of knowledge transfer results in limited learning outcomes with operational and strategic consequences in the relocation; (3) resistance to knowledge transfer in the offshoring creates a knowledge gap that consequently leads to relocation ambiguity in the reshoring phase; and (4) companies need to develop knowledge management strategies to promote knowledge transfer and learn from their international relocation, to cope with relocation ambiguity. Our theoretical contribution introduces the knowledge ambiguity framework, which is a result of insufficient knowledge transfer in the dynamic manufacturing relocation. Even if an organization relocates efficiently, it can fail to take advantage of knowledge transfer and development as potential learning for the organization.

Place, publisher, year, edition, pages
Wiley, 2023
National Category
Business Administration
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-40716 (URN)10.1111/1467-8551.12710 (DOI)000921567600001 ()2-s2.0-85147377913 (Scopus ID)
Available from: 2023-01-09 Created: 2023-01-09 Last updated: 2023-07-05Bibliographically approved
Chowdhury, E., Fjellström, D., Osarenkhoe, A., Sukbua, S. & O'Sullivan, J. (2023). Resources required for internationalization of Swedish SMEs. In: : . Paper presented at 41st IBIMA Conference, Granada, Spain, 26-27 June, 2023.
Open this publication in new window or tab >>Resources required for internationalization of Swedish SMEs
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2023 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

The aim of the study is to identify the resources required for the internationalization process for small and medium sized enterprises (SME) s in Sweden.

Keywords
Internationalisation, SME, Resource-based view, Sweden, SOAR Framework, Resources, Barriers
National Category
Economics and Business
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-42757 (URN)
Conference
41st IBIMA Conference, Granada, Spain, 26-27 June, 2023
Projects
HARisi
Available from: 2023-07-12 Created: 2023-07-12 Last updated: 2023-07-13Bibliographically approved
Fjellström, D., Wensong, B., Oliviera, L. & Fang, T. (2023). Springboard internationalisation in times of geopolitical tensions. International Business Review, 32(6), Article ID 102144.
Open this publication in new window or tab >>Springboard internationalisation in times of geopolitical tensions
2023 (English)In: International Business Review, ISSN 0969-5931, E-ISSN 1873-6149, Vol. 32, no 6, article id 102144Article in journal (Refereed) Published
Abstract [en]

Geopolitical tensions and a world where state interventions are driven by national security and ideology present novel challenges for emerging market multinational enterprises (EMNEs). Often, individual companies are targeted, and their corporate growth gets curbed. These phenomena are derived from non-market factors, which are generally absent in the springboard view of the international business discourse that explains the foreign expansion of EMNEs by viewing these firms as ambidextrous organisations capable of handling conflicting requirements. This research aims to understand the international expansion of EMNEs under geopolitical tensions by incorporating non-market factors into the ambidexterity model to enrich the springboard view. A case study of Huawei and its exclusion from the telecommunications industry in Sweden forms the empirical base of this research. The contributions are twofold. First, within the springboard view, the ambidexterity model can be upgraded by incorporating non-market factors that better explain the international expansion of EMNEs in changing geopolitical and business contexts. Second, the research highlights the management of EMNEs' subsidiaries while considering geopolitical tensions.

Place, publisher, year, edition, pages
Emerald, 2023
Keywords
Tech Cold War, 5G, Nonmarket factors, Deglobalization, United States, China, Huawei, Sweden
National Category
Business Administration
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-41885 (URN)10.1016/j.ibusrev.2023.102144 (DOI)001102343200001 ()2-s2.0-85161021533 (Scopus ID)
Available from: 2023-05-26 Created: 2023-05-26 Last updated: 2023-12-15Bibliographically approved
Fjellström, D. & Chowdhury, E. (2023). Study on international marketing strategies for MNCs in emerging markets in disrupted times. In: : . Paper presented at CIMaR 30th Annual Conference, June 19-22, 2023 at the University of Fortaleza, Fortaleza, Brazil.
Open this publication in new window or tab >>Study on international marketing strategies for MNCs in emerging markets in disrupted times
2023 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Purpose

This study aims to explore the actions related to international marketing strategies taken by MNCs during the last three years to adapt and adjust in EMs in response to the disrupted business environment because of the global pandemic Covid-19 and the ongoing Russia-Ukraine conflict. 

Methodology

To address the aim of the study the researchers will be following a qualitative approach. It is assumed that a qualitative lens will enable the researchers to obtain detailed insights, perceptions, and experiences of the respondents related to actions taken by MNCs as part of their international marketing strategies EMs in disrupted times (Easterby-Smith et al., 2018; Yin, 2009). It is planned that semi structured interviews will be conducted. Respondents will be selected based on their positions in the MNCs. Three MNCs will be selected operating in India and three MNCs will be selected in Bangladesh. The MNCs that will be chosen will have to have their head quarter in developed nations. One MNC will be chosen from service industry and two MNCs will be chosen from fast moving consumer goods industry in each of the two countries. Respondents will be selected based on their positions in the marketing department of the six MNCs.

Initial knowledge gathered and expected results

A pilot study was conducted by interviewing a respondent who is the Brand Manager of a popular brand marketed by a well-known British MNC in the fast-moving consumer goods industry of Bangladesh. The respondent has confirmed that the disrupted time have brought is crisis and new initiatives as part of marketing strategy have been launched to comply with the market situation. For instance, before the Covid-19 pandemic the company only used traditional wholesale and retailing channels to reach the target consumers but since the pandemic, the company is using traditional and local online stores to reach their target consumers for their nine brands that they market in Bangladesh. In response to the impact of inflation on consumers in current times, the company is following sales promotion strategies to motivate consumers. These sales promotion strategies are not similar for all consumers rather the sales promotion strategies are conceived keeping in mind the behavior of consumers of each of the six regions of Bangladesh.  The pilot study provides us the relevance of the aim of the study and ensures us that full bloom study will provide us effective knowledge related to international marketing strategies implemented by MNCs in EMS in disrupted times.

It is expected that the study will provide knowledge on adaptation and adjustment strategies taken by MNCs to survive and grow in EMS under the influence of the global pandemic Covid-19 and Ukraine-Russia conflict.

Keywords
Disruptive times, Multinational corporations, emerging markets
National Category
Economics and Business
Identifiers
urn:nbn:se:hig:diva-42450 (URN)
Conference
CIMaR 30th Annual Conference, June 19-22, 2023 at the University of Fortaleza, Fortaleza, Brazil
Available from: 2023-06-25 Created: 2023-06-25 Last updated: 2023-06-26Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0002-1666-4317

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