Title: Foreign implementation strategies: the case of Swiss manufacturing MNCs

Authors: Lamia Ben Hamida; Patrick Ischer; Stefanie Hasler

Addresses: University of Applied Sciences and Arts Western Switzerland//HES-SO, La Haute école de gestion Arc, Espace de l'Europe 21, CH-2000 Neuchâtel, Switzerland ' University of Applied Sciences and Arts Western Switzerland//HES-SO, La Haute école de gestion Arc, Espace de l'Europe 21, CH-2000 Neuchâtel, Switzerland ' University of Applied Sciences and Arts Western Switzerland//HES-SO, La Haute école de gestion Arc, Espace de l'Europe 21, CH-2000 Neuchâtel, Switzerland

Abstract: The desire to increase exports may lead some firms to acquire subsidiaries abroad. In doing so, they become multinationals that can rely on the knowledge, distribution networks, etc. of their sisters in order to more easily overcome certain legal, economic or cultural barriers. Using a qualitative approach based on interviews with representatives of manufacturing multinationals based mainly in French-speaking part of Switzerland, this paper shows that the process of implementation abroad is systematically evolving. This presence outside national borders is first made possible by intermediaries, whether they are distributors or agents. Once market entry is consolidated, firms invest abroad, either by building a production site or by acquiring a distribution subsidiary. In addition, contacts with other firms can enhance knowledge sharing and strengthen firm export performance. Finally, a dynamic ecosystem exists, in which, large firms can also share their networks with smaller ones as long as both design complementary products.

Keywords: export strategies; multinational companies; MNCs; knowledge transfer; knowledge absorption; agents.

DOI: 10.1504/IJEXPORTM.2021.119496

International Journal of Export Marketing, 2021 Vol.4 No.3, pp.260 - 281

Received: 05 May 2021
Accepted: 18 Jul 2021
Published online: 07 Dec 2021 *

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