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THE NOTION OF LEGITIMACY AND ITS ACQUISITION IN A COGNITIVE BUSINESS ENVIRONMENT

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Multinational firms must continually work to maintain their legitimacy within their host environments. This is a particularly difficult task in environments where the rule-of-law was absent or very tenuous such as in regions of the former USSR. This paper reviews the legitimacy and relationship literature and relates it to the cognitive environment faced by Cargill's entry into the Ukrainian agricultural market. The factors contributing to Cargill's success in entering business networks within the agricultural sector are presented against the backdrop of existing theory concerning the nature of business relationships. A matrix is proposed for understanding the relationships that are likely to emerge under different environmental conditions found in Ukraine's emerging market. [PUBLICATION ABSTRACT]

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