Der Markteintritt multinationaler Unternehmungen in Märkte an der Basis der Einkommenspyramide

Eine lerntheoretische Perspektive
Fachbeitrag
First Online:
Received:
  • 858 Downloads

Zusammenfassung

Diese Studie liefert Erklärungen, warum und zu welchem Zeitpunkt multinationale Unternehmungen in einkommensschwache Märkte eintreten und Geschäftsaktivitäten aufbauen. Zudem zeigt die Studie auf, wie multinationale Unternehmungen in einkommensschwachen Märkten operieren und wie sie Wissen über diese Märkte erlangen. Zur Gewinnung fundierter Erkenntnisse wurde unter Rückgriff auf die Lerntheorie von Johanson und Vahlne eine vergleichende Fallstudienanalyse durchgeführt und es wurden Implikationen für Theorie und Praxis abgeleitet.

Schlüsselwörter

Base of the pyramid Bottom of the pyramid Lerntheorie Uppsala-Modell Multinationale Unternehmungen 

Market entry of multinational corporations at the bottom of the pyramid – A learning theory perspective

Abstract

It has been widely accepted that poverty alleviation can’t be achieved without including the private sector. Especially, foreign multinational companies (MNCs) are highlighted in this context and are considered as a key to unlock the economic potential of low-income markets by linking them with more developed markets and facilitating the transfer of financial and technological resources.

The international business literature, however, lacks of theoretical insights and systematic empirical evidence of MNCs entering low-income markets. Therefore, this study sheds light on the questions why MNCs enter low-income markets, how MNCs operate and how they gain knowledge in these markets.

Using a multiple case study approach, we analyze MNCs with business activities in low-income markets by taking recourse to the internationalization process model of Johanson and Vahlne. The results reveal that companies develop knowledge by enlarging their mode of market commitment to a new level that exceeds investments of foreign manufacturing and production facilities.

Keywords

Base of the pyramid Bottom of the pyramid Learning theory Uppsala model Multinational corporations 

JEL Classification

M10 M14 
This is a preview of subscription content, log in to check access.

Literatur

  1. Anderson J, Billou N (2007) Serving the world’s poor: innovation at the base of the economic pyramid. J Bus Strategy 28(2):14–21CrossRefGoogle Scholar
  2. Anthony M (2008) Microinsurance commitment of Allianz. World Microfinance Forum Geneva, GenevaGoogle Scholar
  3. Anthony M (2010a) Risikoaufklärung mit Bollywood – Die Mikroversicherungen von Allianz und CARE in Indien. In: Klein S, Siegmund K (Hrsg) Partnerschaften von NGOs und Unternehmen. Chancen und Herausforderungen, Wiesbaden, S 139–147CrossRefGoogle Scholar
  4. Anthony M (2010b) Market strategies for the bottom of the economic pyramid – the case for microinsurance at allianz. Microinsurance Summit 2010, LondonGoogle Scholar
  5. Anthony M, Kashyap A, Krech R (2006) Microinsurance – demand and market prospects: India. http://knowledge.allianz.com/nopi_downloads/downloads/MicroInsurance_India_demand_marketprospects_28Aug06.pdf. Zugegriffen: 31 Aug. 2010Google Scholar
  6. Bartlett CA, Ghoshal S (1989) Managing across borders: the transnational solution. Harvard Business Press, BostonGoogle Scholar
  7. Berg N (2006) Fallstudien als Methode betriebswirtschaftlicher Forschung. Wirtsch Stud 35(7):362–367Google Scholar
  8. Burgmans A (2006) Global public finance and funding the millennium development goals: a comment on atkinson. Economist 154(3):341–343CrossRefGoogle Scholar
  9. Carlson S (1975) How foreign is foreign trade? A problem in international business research. Almqvist & Wiksell International, UppsalaGoogle Scholar
  10. Churchill C (2006) What is insurance for the poor? In: Churchill C (Hrsg) Protecting the poor: a microinsurance compendium. International Labour office Geneva, Geneva, S 12–22Google Scholar
  11. Cohen M, Sebstad J (2006) The demand for microinsurance. In: Churchill C (Hrsg) Protecting the poor: a microinsurance compendium. International Labour office Geneva, Geneva, S 25–44Google Scholar
  12. Coviello N, Munro H (1997) Network relationships and the internationalisation process of small software firms. Int Bus Rev 6(4):361–386CrossRefGoogle Scholar
  13. Eisenhardt KM (1989) Building theories from case study research. Acad Manag Rev 14(4):532–550Google Scholar
  14. Eisenhardt KM, Graebner ME (2007) Theory building from cases: opportunities and challenges. Acad Manag J 50(1):25–32CrossRefGoogle Scholar
  15. Forsgren M (2002) The concept of learning in the Uppsala internationalization process model: a critical review. Int Bus Rev 11(3):257–277CrossRefGoogle Scholar
  16. Gibbs GR (2002) Qualitative data analysis: Explorations with NVivo. Open University Press, BuckinghamGoogle Scholar
  17. Gradl C, Sobhani S, Bootsman A, Gasnier A (2008) Understanding the markets of the poor: a market system approach to inclusive business models. In: Kandachar P, Halme M (Hrsg) Sustainability challenges and solutions at the base of the pyramid: business, technology and the poor. Greenleaf Publishing, Sheffield, S 30–50Google Scholar
  18. Gradl C, Herrndorf M, Knobloch C, Sengupta R (2010) Learning to insure the poor – Microinsurance report allianz group. http://knowledge.allianz.com/nopi_downloads/downloads/Microfinance_Report_2010_final_3.pdf. Zugegriffen: 30 Aug. 2010Google Scholar
  19. Guesalaga R, Marshall P (2008) Purchasing power at the bottom of the pyramid: differences across geographic regions and income tiers. J Consum Mark 25(7):413–418CrossRefGoogle Scholar
  20. Hammond AL, Kramer WJ, Katz RS, Tran JT, Walker C (2007) The next 4 billion: market size and business strategy at the base of the pyramid. World Resources Institute, USGoogle Scholar
  21. Hart SL (2005) Capitalism at the crossroads: the unlimited business opportunities in solving the world’s most difficult problems. Wharton School Publising, PhiladelphiaGoogle Scholar
  22. Holtbrügge D (2006) Pfadabhängigkeit des Internationalisierungsprozesses? Ein empirischer Test der Lerntheorie der Internationalisierung von Johanson/Vahlne in Unternehmungen der deutschen Automobilindustrie. Z Manag 1(4):378–404Google Scholar
  23. Holtbrügge D, Schuster T (2009) „Bottom of the Pyramid“-Märkte. Wisu 38(10):1337–1341Google Scholar
  24. Hughes N, Lonie S (2007) M-PESA: Mobile money for the unbanked turning cellphones into 24-hour tellers in Kenya. Innovations 2(1–2):63–81CrossRefGoogle Scholar
  25. Inoescu-Sommers A, Steger U (2009) Hindustan Lever (A): Leaping a Millennium. http://www.oikos-foundation.unisg.ch/homepage/winner1_2006_1.pdf. Zugegriffen: 15 März 2009Google Scholar
  26. IRDA (2002) Obligations of insurer’s to Rural or Social Sector. http://www.irda.gov.in/ADMINCMS/cms/frmGeneral_NoYearList.aspx?DF = RL&mid = 4.2. Zugegriffen: 15 Aug. 2010Google Scholar
  27. Ireland J (2008) Lessons for successful BOP marketing from Caracas’ slums. J Consum Mark 25(7):430–438CrossRefGoogle Scholar
  28. Johanson J, Matton LR (1988) Internationalisation in industrial systems – a network approach. In: Hood N, Vahlne JE (Hrsg) Strategies in global competition. Croom Helm Ltd., London, S 287–314Google Scholar
  29. Johanson J, Vahlne JE (1977) The internationalization process of the firm-a model of knowledge development and increasing foreign market commitments. J Int Bus Stud 8(1):23–32CrossRefGoogle Scholar
  30. Johanson J, Vahlne JE (1990) The mechanism of internationalization. Int Mark Rev 7(4):11–24CrossRefGoogle Scholar
  31. Johanson J, Vahlne JE (2003) Business relationship learning and commitment in the internationalization process. J Int Entrep 1(1):83–101CrossRefGoogle Scholar
  32. Johanson J, Vahlne JE (2009) The Uppsala internationalization process model revisited: from liability of foreignness to liability of outsidership. J Int Bus Stud 40(9):1411–1431CrossRefGoogle Scholar
  33. Karnani A (2006) Misfortune at the Bottom of the Pyramid. Greener Manag Int 51:99–110Google Scholar
  34. Klein MH (2008) Poverty Alleviation through sustainable strategic business models: essays on poverty alleviation as a business strategy. Erasmus Research Institute of ManagementGoogle Scholar
  35. Kolk A, van Tulder R (2006) Poverty alleviation as business strategy? Evaluating commitments of frontrunner Multinational Corporations. World Devel 34(5):789–801CrossRefGoogle Scholar
  36. Kolk A, van Tulder R (2010) International business, corporate social responsibility and sustainable development. Int Bus Rev 19(2):119–125CrossRefGoogle Scholar
  37. Kunzemann T (2009) Health Mutuals: Microinsurance Band Aid; http://knowledge.allianz.com/en/globalissues/microfinance/microinsurance/micro_health_insurance_india.html. Zugegriffen: 30 Apr. 2010Google Scholar
  38. Lamnek S (2005) Qualitative Sozialforschung: Lehrbuch, 4. Aufl. Beltz Psychologie Verlag, WeinheimGoogle Scholar
  39. Latortue A (2006) The role of donors. In: Churchill C (Hrsg) Protecting the poor: a microinsurance compendium. International Labour office Geneva, Geneva, S 470–488Google Scholar
  40. London T, Hart SL (2004) Reinventing strategies for emerging markets: beyond the transnational model. J Int Bus Stud 35(5):350–371CrossRefGoogle Scholar
  41. McCord M (2006) The partner-agent model: challenges and opportunities. In: Churchill C (Hrsg) Protecting the poor: a microinsurance compendium. International Labour office Geneva, Geneva, S 357–376Google Scholar
  42. Omwansa T (2009) M-PESA: Progress and prospects. Innovations 107–123Google Scholar
  43. Palmquist ME, Carley KM, Dale TA (1997) Applications of computer-aided text analysis: analyzing literary and nonliterary texts. In: Roberts CW (Hrsg) Text analysis for the social sciences. Methods for drawing statistical inferences from texts and transcripts. Routledge, Mahwah, S 171–189Google Scholar
  44. Petersen B, Pedersen T, Sharma D (2003) The role of knowledge in firms’ internationalisation process: wherefrom and whereto? In: Blomstermo A, Sharma D (Hrsg) Learning in the internationalisation process of firms. Edward Elgar Publishing, Cheltenham, S 36–55Google Scholar
  45. Prahalad CK (2005) The fortune at the bottom of the pyramid: eradicating poverty through profits. Wharton School Publishing, New DelhiGoogle Scholar
  46. Prahalad CK (2010) The fortune at the bottom of the pyramid: eradicating poverty through profits (5th Anniversary Aufl.). Pearson Education, New JerseyGoogle Scholar
  47. Prahalad CK, Hart SL (2002) The fortune at the bottom of the pyramid. Strategy Bus 26:1–14Google Scholar
  48. Rangan VK, Sehgal D, Rajan R (2009) The complex business of serving the poor. In: Rangan VK, Quelch JA, Herrero G (Hrsg) Business solutions for the global poor: creating social and economic value. Wiley, New York, S 144–154Google Scholar
  49. Rivera-Santos M, Rufín C (2010) Global village vs. small town: understanding networks at the Base of the Pyramid. Int Bus Rev 19:126–139CrossRefGoogle Scholar
  50. Reficco E, Marquez P (2009) Inclusive networks for building BOP markets. Bus Soc . http://bas.sagepub.com/cgi/rapidpdf/0007650309332353v1. Zugegriffen: 5 Sept. 2011Google Scholar
  51. Sanchez P, Ricart JE (2010) Business model innovation and sources of value creation in low-income markets. Eur Manag Rev 7:138–154CrossRefGoogle Scholar
  52. Sanchez P, Ricart JE, Rodriguez MA (2005) Influential factors in becoming socially embedded in low-income markets. Greener Manag Int 51:3–17Google Scholar
  53. Seelos C, Mair J (2007) Profitable business models and market creation in the context of deep poverty: a strategic view. Acad Manag Perspect 21(4):49–63CrossRefGoogle Scholar
  54. Shapiro G (1997) The future of coders: human judgments in a world of sophisticated software. In: Roberts CW (Hrsg) Text analysis for the social sciences. Methods for drawing statistical inferences from texts and transcripts. Routledge, Mahwah, S 225–238Google Scholar
  55. Sharma S, Hart S (2006) Base of the pyramid: predicting MNC entry and success. Under review at the J Int Bus Stud.Google Scholar
  56. Siggelkow N (2007) Persuasion with case studies. Acad Manag J 50(1):20–24CrossRefGoogle Scholar
  57. Simanis E, Hart S, Duke D (2008) The base of the pyramid protocol: beyond ‚basic needs‘ business strategies. Innovations 3(1):57–84CrossRefGoogle Scholar
  58. Stake R (2005) Qualitative Case Studies. In: Denzin NK, Lincoln Y (Hrsg) The Sage handbook of qualitative research. Sage Publication, Thousand Oaks, S 443–465Google Scholar
  59. Stockmann R, Menzel U, Nuscheler F (2010) Entwicklungspolitik. Oldenburg Verlag, MünchenGoogle Scholar
  60. Sydow J, Schreyoegg G, Koch J (2009) Organizational path dependence: opening the black box. Acad Manag Rev 34(4):689–709CrossRefGoogle Scholar
  61. UNDP (2008) Creating value for all: strategies for doing business with the poor. UNDP, New YorkGoogle Scholar
  62. Unilever (2008) Annual Report and Accounts 2008. http://www.unilever.com/images/ir_ar08_annual-report_tcm13-163124.pdf. Zugegriffen: 30 Apr. 2010Google Scholar
  63. Vachani S, Doh JP, Teegen H (2009) NGOs’ influence on MNEs’ social development strategies in varying institutional contexts: a transaction cost perspective. Int Bus Rev 18(5):446–456CrossRefGoogle Scholar
  64. Vachani S, Smith NC (2008) Socially responsible distribution: distribution strategies for reaching the bottom of the pyramid. Calif Manag Rev 50(2):52–84Google Scholar
  65. Vahlne J, Nordström K (1993) The internationalization process: impact of competition and experience. Int Trade J 7(5):529–548CrossRefGoogle Scholar
  66. Vakil M, London T (2008) Hindustan Lever at the base of the pyramid: growth for the 21st Century. The William Davidson Institute Case 1-428-604Google Scholar
  67. Viswanathan M, Seth A, Gau R, Chaturvedi A (2009) Ingraining product-relevant social good into business processes in subsistence marketplaces: the sustainable market orientation. J Macromarket 29(4):406–425CrossRefGoogle Scholar
  68. Vodafone (2005) Africa: the impact of mobile phones. http://www.vodafone.com/etc/medialib/public_policy_series.Par.14185.File.dat/public_policy_series_3.pdf. Zugegriffen: 30 Apr. 2010Google Scholar
  69. Vodafone (2010) Access to communications. http://www.vodafone.com/static/cr_report09/issues/communications-progress-have.html. Zugegriffen: 30 Apr. 2010Google Scholar
  70. Warnholz JL (2007) Poverty reduction for profit? A critical examination of business opportunities at the bottom of the pyramid (QEH working paper series, working paper number 160). University of Oxford, Queen Elizabeth House, OxfordGoogle Scholar
  71. Webb J, Kistruck GM, Ireland RD, Ketchen DJ (2010) The Entrepreneurship process in base of the pyramid markets: the case of multinational enterprise/nongovernment organization alliances. Entrep Theory Pract 34(3):555–581CrossRefGoogle Scholar
  72. Wipf J, Liber D, Churchill C (2006) Product design and insurance risk management. In: Churchill C (Hrsg) Protecting the poor: a microinsurance compendium. International Labour office Geneva, Geneva, S 146–173Google Scholar
  73. Wish, V (2006) A new kind of net for tsunami victims. http://knowledge.allianz.com/en/globalissues/microfinance/microinsurance/microinsurance_allianz_care_tamil_nadu.html. Zugegriffen: 15 März 2009Google Scholar
  74. Wish V (2009) Making microinsurance work in Africa. http://knowledge.allianz.com/en/globalissues/microfinance/microinsurance/microinsurance_egypt_agf.html. Zugegriffen: 15 März 2009Google Scholar
  75. Wolf J (2009) Die Internationalisierung der Unternehmenstätigkeit aus der Perspektive der Pfadabhängigkeitstheorie. In: Schmid S (Hrsg) Management der Internationalisierung. Gabler Verlag, Wiesbaden, S 25–49CrossRefGoogle Scholar
  76. World Economic Forum (2009) The next billions: unleashing business potential in untapped markets, Geneva. http://www.weforum.org/pdf/BSSFP/NextBillionsUnleashingBusinessPotentialUntappedMarkets.pdfNextBillionsUnleashingBusiness Zugegriffen: 5 Sept. 2011Google Scholar
  77. Xavier MJ, Raja J, Nandhini SU (2008) Impact assessment using path models of microentrepreneurs developed by a business corporation in india. World Acad Sci Eng Technol 40:461–475Google Scholar
  78. Yin RK (1984) Case study research. Sage Publications, Beverly HillsGoogle Scholar

Copyright information

© Gabler Verlag 2011

Authors and Affiliations

  1. 1.Friedrich-Alexander-Universität Erlangen-NürnbergNürnbergDeutschland

Personalised recommendations