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The purpose of this paper is to investigate the factors influencing the development of social media marketing strategy in an international context. We specifically look at the potential drivers and barriers throughout the social media marketing strategy development process and how cultural differences shape social media marketing strategy decision-making among firms in international markets.

The study is conducted with an inductive research approach involving in-depth interviews with 32 firms from Finland, China and Brazil. Using inductive data analysis, we identify both internal and external factors that drive and hinder the development of firms’ social media marketing strategies. Moreover, we explore the essential elements in social media marketing strategy development based on the key practices observed among these firms, which enables us to conduct a comparative analysis of how cultural values influence the development of social media marketing strategies.

Our findings underscore the importance of both internal (i.e. resources and capabilities) and external (i.e. market-level and country-level) factors that influence the development of social media marketing strategy. Our analysis also unveiled four key practices throughout the social media marketing strategy development process: social selling, content marketing, risk management and relationship management. Additionally, we identified three distinct mindsets regarding firms’ social media selling objectives across companies in the three countries.

The comparative approach provides novel insight into firms' international social media marketing strategy. Our proposed conceptual model shows the development process of social media marketing strategy in the international context. The research propositions highlight the role of cultural values and open up new avenues for future research.

When entering foreign markets, multinationals can acquire part of a foreign firm and can increase or decrease their equity stake over time. However, extant studies have mainly focused on equity stake acquired during initial market entry. The paper aims to discuss this issue.

This study fills this gap by using the Uppsala model to analyze six cases of international acquisitions of Finnish multinationals in global markets.

The authors found that firms change their equity stake in partially acquired foreign subsidiaries: when they have learned about the host country and businesses of the partially acquired firms, when they have gained target-specific experience, when they build trust and ensure relationship commitment and finally, when they jointly develop and exploit opportunities.

This study is one of the first to apply the Uppsala model to empirically analyze international acquisitions, thus paving the way for behavioral and process-oriented approaches. The study contributes to knowledge of post-entry strategies of multinationals.

In this study, we analyze the general effect of acquirers’ ownership strategy on the survival in foreign acquisitions. Furthermore, we attempt to address five potential moderating effects: international, regional, target country experience, cultural distance, as well as host country development. The developed hypotheses are tested on a sample of 1,345 acquisitions made by 174 Finnish firms in 59 countries during 1980–2005. The results indicate that in general WOS increases the probability of survival of foreign acquired units. We further find that the impact of WOS on the survival of foreign acquired units is contingent upon cultural distance and host country development but not on the experience of buying firms.

We investigate the effect of distance – political, economic, cultural and spatial, on developed-economy multinational enterprises’ (MNEs’) ownership decisions in cross-border (CB) acquisitions. We start with the premise that distance discourages full and majority ownership in CB acquisitions, and further investigate the moderating role of distance-reducing factors. We examine how the relationship between distance and acquisition ownership decision is moderated by firm-specific characteristics, such as firm size, general international experience, and specific host country experience. Our data sample consists of 1,041 CB acquisitions under taken by Finnish MNEs in 58 countries during the time period 1990–2010. We find substantial support for all our hypotheses and conclude that the negative effects of distance on CB acquisition equity stake are positively moderated by the three firm-specific resources but their individual importance is conditional on the host country type (developed or emerging).

This is the fourth volume in the book series Progress in International Business Research with selected papers from the annual conferences of the European International Business Academy (EIBA). It is with this title that the series was launched by the co-editors Gabriel R. G. Benito and Henrich Greve (BI Norwegian School of Management), based on papers presented during EIBA's annual conference in December 2005 in Oslo. In their preface to the first volume, the previous series editors Torben Pedersen and Ulf Andersson at that time wrote: ‘The aim of the serial is to have an impact on the development of the field of international business by publishing interesting, high quality papers and research ideas that for different reasons might not reach the usual publication outlets.’

This volume of Progress in International Business Research comprises of a selection of 12 competitive papers from the 34th EIBA (European International Business Academy) annual conference, which was held in Tallinn, Estonia in December 2008 with the theme “International Business and the Catching-up Economies: Challenges and Opportunities”. It addresses two main issues – (1) the internationalization process and (2) the role of knowledge and innovation for internationalization – that are important in the current economic slowdown both for catching-up and for other economies, scholars, and practitioners.