Abstract
In this study, we investigate how multinational firms leverage nonmarket strategy to innovate their business models in institutionally challenging contexts. Using data from Jumia, Africa's largest e-commerce multinational firm, we identify the institutional voids that constrain e-commerce and unpack the process through which the firm innovated its business model accordingly. Importantly, we also show that nonmarket strategy complements and paves the way for model innovation, especially in underdeveloped contexts where formal and informal institutional support is required to guarantee the viability of business models that are incompatible with existing institutional conditions.
Original language | English |
---|---|
DOIs | |
Publication status | Published - 1 Aug 2022 |
Event | 82nd Annual Meeting of the Academy of Management 2022: A Hybrid Experience, AOM 2022 - Seattle, USA United States Duration: 5 Aug 2022 → 9 Aug 2022 |
Conference
Conference | 82nd Annual Meeting of the Academy of Management 2022: A Hybrid Experience, AOM 2022 |
---|---|
Country/Territory | USA United States |
City | Seattle |
Period | 5/08/22 → 9/08/22 |
ASJC Scopus subject areas
- Management Information Systems
- Industrial relations
- Management of Technology and Innovation