Internationalization Strategy of Multinational Enterprises from Emerging Markets (EM-MNEs)

Abstract

Multinational enterprises from emerging markets (EM-MNEs) have rapidly become powerful players in the global market over the past three decades. This study aims to reveal the strategy(ies) adopted by EM-MNEs for their dual internationalization, a distinctive feature in comparison with traditional MNEs. By conducting a case study on Alibaba, the representative Chinese multinational company, this study has revealed that, in emerging markets, EM-MNEs are likely to employ standardization strategy and their expansion has a strong resource-exploitation orientation; whereas in developed markets, they tend to carry out adaptation strategy, and their expansion is characterized with resource-seeking orientation.