AIB 2012 Conference Proceedings - Academy of International ...

SUNDAY
Notwithstanding the increasing public concern on environmental issues, extant empirical research has long
ignored the influence of the natural environment in marketing strategy, especially within the international
business domain and the services sector. By focusing on the resource-based view of the firm, we develop and
test a model of the resources and capabilities as drivers of eco-friendly marketing strategies in the global hotel
industry, as well as their performance consequences. Using a sample of 102 global hotel chains, the study
revealed that financial (as opposed to physical and scale) resources are instrumental in the development of an
eco-friendly marketing strategy. A positive effect was also confirmed between organizational learning, shared
vision, and cross-functional coordination capabilities and eco-friendly marketing strategy. The latter was found
to have a positive impact on the hotel chain's competitive advantage, which subsequently favourably influences
both market and financial performance. (For more information, please contact: Constantinos N. Leonidou, Leeds
University, United Kingdom: c.leonidou@leeds.ac.uk)
Participation of Global Companies in Local Environmental Initiatives: The Case of MNC-NGO Collaboration in
Saving the Baltic Sea
Tiina Anna-Maria Ritvala, Aalto University School of Economics
Asta Salmi, Aalto University School of Economics
Per Andersson, Stockholm School of Economics
This paper aims at understanding the relationship dynamics between actors in cross-sector collaboration to
solve complex environmental issues. In particular, we look at the relationship dynamics and activities between
one multinational company (MNC) and one non-governmental organization (NGO) and at the network effects of
this interaction. Cooperation context is formed by the efforts to improve the environmental state of the Baltic
Sea. Our key aim is to analyze how the MNC's participation in the multi-stakeholder network reflects in its
external and internal networks. Our empirical case illustrates the early network dynamics evident in the crosssector
collaboration. It shows that an initiative by the NGO to participate in environmental work was actively
adopted within the MNC and led to network changes both internally and externally. Changes concerned both
activation of potential, existing links and establishment of new links with new actors, such as authorities and
research institutes. Our analysis illustrates the embeddedness of MNC networks, where local actions of the
subsidiary overlap with and become strengthened by actions in the regional and global networks (the
representatives of the head-quarters). (For more information, please contact: Tiina Anna-Maria Ritvala, Aalto
University School of Economics, Finland: tiina.ritvala@aalto.fi)
Multinational Corporations and Citizenship Behavior: The Effects of Strategic Choices and National Institutions
KyungMi Lee, Hankuk Univesity of Foreign Studies
TaeYoung Yoo, Hankuk Univesity of Foreign Studies
This paper examines the effects of strategic choices and institutional environments of multinational corporations
(MNCs) on their citizenship behavior in the host country. Our analysis of 199 MNCs in South Korea shows that
strategic choices, such as ownership concentration and the motivation of internationalization, are closely related
to the MNCs' general corporate citizenship behavior (CCB), while their institutional environments are not.
Interestingly, however, MNCs' specific CCB such as corporate environmental activities is facilitated by their
home countries' institutional conditions, even though they operate in the relatively lower level of institutional
environments of the host country. Our finding suggests that MNCs' CCB in the host country is influenced by the
extent to which they rely on the resources in the host country and the effectiveness of institutions they face
regardless of host and home countries. (For more information, please contact: KyungMi Lee, Hankuk Univesity
of Foreign Studies, Korea, South: lennalee77@gmail.com)
The Effects of Responsiveness toward Customers and Competitors on ESR Programs: The Moderating Roles of
Institutional Pressures
Badri Munir Sukoco, Airlangga University
AIB 2012 Conference Proceedings
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