Examinando por Autor "Plaza-Casado, Ana"

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Does the legitimacy of countries influence the internationalization of emerging market multinationals?
(ELSEVIER, 2023-12-01) Plaza-Casado, Ana; Blanco-González, Alicia; Rivero-Gutiérrez, Lourdes; Gómez-Martínez, Raúl
Legitimacy is fundamental to business internationalization and access to new markets. This variable is particularly important for emerging market multinationals (EMNEs) as they face numerous obstacles, including the information that consumers in the host country have about these companies in addition to the legitimacy of the country of origin. Therefore, this study tests whether home country information and legitimacy affect the legitimacy of EMNEs and consumer purchase intentions. Specifically, this research focuses on EMNEs of Chinese origin due to their rapid growth at the international level and in the fast fashion sector because of the change in the positioning of large brands in favor of sustainability. The model is validated through an empirical study of 261 regular Shein shoppers using PLS-SEM. The academic and managerial implications of this research clarify the antecedents and consequences of the legitimacy of EMNEs and provide recommendations for the management of EMNEs and business success.
Exploring the impact of legitimacy on the competitiveness of international firms
(ESIC, 2024-09) Plaza-Casado, Ana; Blanco-González, Alicia; Rivero-Gutiérrez, Lourdes
Objective and interest of the work: The legitimacy of international firms is an important and complex issue that requires further academic development. Internacional firms must enhance their legitimacy as a generator of competitive advantages to achieve their business objectives, both economic-financial and relational. However, there is a gap in the literature on the relationship between relationship marketing and legitimacy that needs to be filled. Methodology design: Through an empirical study of Shein's buyers, the model is validated using the PLS-SEM methodology. Results: The implications of this research represent a breakthrough in the academic field by relating both theories applied to the intemationalisation of companies. In addition, this research proposes implications for management by establishing strategies for international firms to achieve legitimacy, not only to enter international markets but also to create stable and long-lasting relationships with consumers. Practica! implications: This research advances the theory of legitimacy for international firms. lnternational companies must legitimise themselves and build customer loyalty in their host countries if they are to survive and generare economic benefits.