Foreign implementation strategies: the case of Swiss manufacturing MNCs
by Lamia Ben Hamida; Patrick Ischer; Stefanie Hasler
International Journal of Export Marketing (IJEXPORTM), Vol. 4, No. 3, 2021

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.

Online publication date: Tue, 07-Dec-2021

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