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  • 1.
    Fjellström, Daniella
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
    Wensong, Bai
    Uppsala universitet, Humanistisk-samhällsvetenskapliga vetenskapsområdet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen.(International Business).
    Oliviera, Luis
    School of Technology and Business Studies, Dalarna University, Sweden; Center for International Business, Fundacao Getuilo Vargas, Brazil .
    Fang, Tony
    Stockholm Business School, Stockholm University, Stockholm.
    Springboard internationalisation in times of geopolitical tensions2023In: International Business Review, ISSN 0969-5931, E-ISSN 1873-6149, Vol. 32, no 6, article id 102144Article in journal (Refereed)
    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.

  • 2.
    Fregidou-Malama, Maria
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
    Hyder, Akmal
    University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
    Constructing organizational culture in an international subsidiary: Elekta healthcare services in Greece2024In: International Business Review, ISSN 0969-5931, E-ISSN 1873-6149, article id 102293Article in journal (Refereed)
    Abstract [en]

    Purpose: This study analyzes the development of organizational culture in an international subsidiary in healthcare through the interaction of the parent company and local culture. Design/methodology/approach: We conducted a single case study on Elekta Greece, a subsidiary of the multinational company Elekta based in Sweden via interviews. Findings: The company creates a unique organizational culture, called the Philotask culture, that takes into consideration the cultural contexts of Sweden and Greece, the value of philotimo, situation in the market, and the type of company and services. Research implications/limitations: The model consists of a context-grounded framework focusing on healthcare. Research in other countries and industries can help to generalize this model. Practical implications: The findings indicate that to develop organizational culture, managers need to consider the local cultural context. Originality/value: This research contributes to organizational culture theory, reporting on the Philotask model that emerged.

  • 3.
    Fregidou-Malama, Maria
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
    Hyder, Akmal S.
    University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
    Impact of culture on marketing of health services: Elekta in Brazil2015In: International Business Review, ISSN 0969-5931, E-ISSN 1873-6149, Vol. 24, no 3, p. 530-540Article in journal (Refereed)
    Abstract [en]

    We examine how culture influences the international marketing of health services. This is done by analyzing how culture affects trust, networks and standardization/adaptation and how trust develops and operates in relation to culture, networks and standardization and adaptation. Using qualitative data gathered through semi-structured interviews and researcher observations, we find that the cultural dimensions of power distance, individualism/collectivism and uncertainty avoidance have an impact on trust, network development and standardization/adaptation. This finding helps in deciding what parts of the service to standardize and what to adapt for successful services marketing. We conceptualize three interrelated levels of trust comprising country-, company- and individual trust. This multilevel trust offers an important understanding of how to manage cultural complexity in the international marketing of services. The theoretical model developed based on cultural dimensions can be useful when marketing services in other countries. 

  • 4.
    Fregidou-Malama, Maria
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
    Hyder, Akmal S
    University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
    Multilevel trust in international marketing of healthcare services: A five-country comparative study2021In: International Business Review, ISSN 0969-5931, E-ISSN 1873-6149, Vol. 30, no 6, article id 101895Article in journal (Refereed)
    Abstract [en]

    Purpose: This research aims to increase understanding on how multilevel trust is developed as well as how trust levels are interconnected and influence international marketing strategy for healthcare services. Design/Methodology/Approach: A comparative case study approach was applied with Elekta, a Swedish firm, operating in Brazil, the Philippines, China, Russia, and Hong Kong. Findings: The research culminated in a multilevel trust (MLT) model comprised of three levels relating to individuals, company performance, and context. Research implications/limitations: This study offers a context-based multilevel trust model from a process perspective focusing on healthcare. This model can be tested in other service sectors. Practical implications: Managers should consider multilevel trust to boost relationships and achieve local acceptance. Originality/Value: This research contributes to trust theory by constructing a context-based multilevel trust model for international healthcare marketing. 

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