International Journal of Multinational Corporation Strategy
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International Journal of Multinational Corporation Strategy (4 papers in press)
Multinational Enterprises Subsidiary Initiative-Taking: A Model for Implementing Corporate Social Responsibility by Robert Ebo Hinson, Ogechi Adeola, Joseph Amankwah-Amoah, Samuel Adomako Abstract: This paper examines the relationship between subsidiary initiative-taking and corporate social responsibility (CSR). We conducted a qualitative study of the CSR practices of Unilever PLC and Unilever Ghana to document the key features of this relationship. Our findings show that subsidiary mandates and initiative-taking occur in three phases: 1) identifying key and prominent stakeholder issues, 2) implementing subsidiary initiatives, and 3) taking steps to bridge the feedback loop. This research shows that Unilever maintains a pragmatic perspective, with a preference for practical rather than theoretical interactions with stakeholders who form the basis of CSR strategy development and implementation. These findings suggest important implications of how multinational enterprise subsidiaries position themselves in the context of developing countries and sustainable development at the firm level. Keywords: Africa; Multinational Enterprise; sustainability; Corporate Social Responsibility.
Special Issue on: Artificial Intelligence (AI) and Technology Diffusion ?? Multinational Marketing Management Strategies
The Role of Multinational Technology Companies in Facilitating Emerging Enabling Technologies for Industry Transformation: The Case of Artificial Intelligence in Intelligent Manufacturing in Taiwan by Wan-Li Chien, Yu-Chia Ko, Jian-Hang Wang Abstract: As artificial intelligence (AI) technologies play a key role in transforming Taiwan’s manufacturing sector with the aim of upgrading to Industry 4.0, world leading multinational technology companies have taken strategic actions to secure the market in Taiwan, for taking advantage of Taiwan’s long-established, world-renowned manufacturing capabilities, especially for information and communications technology, semiconductors, and precision machinery. This research employed the framework of technological innovation system to analyse the technology promotion and development of AI in Taiwan, while the profound influences of multinational technology companies on the AI innovation system were recognised, including the system functions of knowledge development, knowledge diffusion, guidance of the search, as well as resources mobilisation. Key characteristics of enabling technology were identified while policy recommendations were also provided for further development. Keywords: multinational enterprise strategy, technology promotion, artificial intelligence, technological innovation systems
Special Issue on: Artificial Intelligence (AI) and Technology Diffusion – Multinational Marketing Management Strategies
Media richness and adoption intention of voice assistants: A cross-cultural study. by Ping-Hsuan Huang Abstract: This study investigates how voice assistants responses influence customer engagement with voice assistant providers. Voice assistants have been developed by different cultures and countries and include different cultural characteristics. Most voice assistant providers focus on language localisation, but this is not enough. In fact, customer engagement with a voice assistant provider will be significantly affected by different consumer purposes; users expect voice assistants to provide different levels of media richness for different purposes. An experiment (327 participants from Taiwan and the UK) reveals that British people prefer low media richness when their intentions are transactional and high media richness when their intentions are non-transactional. On the other hand, Taiwanese people prefer high media richness when their intentions are transactional and low media richness when their intentions are non-transactional. Overall, the findings give media richness theory a new interpretation that is applied to voice assistants, and also gives voice assistant providers a cross-cultural insight. Keywords: voice assistant; media richness; customer engagement; cross-culture; transactional/non-transactional; independence; interdependence.
Factors Influencing Foreign Consumers to Adopt Mobile Payment Extensions Offered by Multinational Mobile Messaging Applications by Tsunwai Wesley Yuen Abstract: Although multinational mobile messaging applications, such as WeChat, have successfully introduced new mobile payment services into local markets where the application is originated, it remains a challenge to penetrate foreign markets. This research examines the factors influencing foreign consumers to adopt different mobile payment services introduced by multinational mobile messaging applications. The preliminary study finds that foreign consumers are most likely to use e-ticket purchase applications and least likely to adopt personal loan applications. This guides us to further understand the factors causing consumers to either adopt or reject these discrete mobile payment services. The main study has found that perceived usefulness is the key factor influencing foreign consumers when selecting such a service. Perceived ease of use increases the likelihood that a foreign consumer will identify the usefulness of the service, which consequently enhance adoption. More significantly, personal innovativeness and social influence can positively moderate such a mediation effect. Keywords: Technology acceptance model (TAM); personal innovativeness; social influence; mobile payment; mobile messaging application.