Exploring the impact of legitimacy on the competitiveness of international firms
Abstract
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.
Description
The legitimacy of international companies is an important and complex issue that requires further academic development. International companies must enhance their legitimacy as generators 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 legitimacy as a generator of competitive advantages and relational marketing that must be addressed. To do so, a model is validated using the PLS-SEM methodology through an empirical study of online buyers of fast fashion from Chinese companies, due to the significant cultural differences existing between consumers in the different countries to which they are directed. The results of this research represent a major advance in the academic field by relating both theories applied to the internationalization of companies and consolidating the importance of the theory of legitimacy and relational marketing in international companies. Likewise, management implications are proposed when defining relational marketing strategies that generate satisfaction and loyalty in clients in host countries so that international companies are more competitive and achieve legitimacy that allows them not only to enter international markets but also to create stable and lasting relationships that allow them to survive and generate economic benefits.
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