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Informal Social Networks as Intermediaries in Foreign Markets

Published online by Cambridge University Press:  14 July 2020

Marina Apaydin ,
Jon Thornberry  and
Yusuf M. Sidani
Marina Apaydin*
Affiliation:
American University of Beirut, Lebanon
Jon Thornberry
Affiliation:
American University of Beirut, Lebanon
Yusuf M. Sidani
Affiliation:
American University of Beirut, Lebanon
*
Corresponding author: Marina Apaydin (ma266@aub.edu.lb)
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Abstract

We investigate how informal social networks can assist multinational firms in their internationalization strategy. We propose a refinement of the Uppsala internalization model (Johanson & Vahne, 2009) grounded in network theory, by developing an intermediate position between an ‘insider’ and an ‘outsider’ for conditions when the transformation of an outsider into an insider is limited by institutional constraints. An intermediary position represents one of the sides of ‘patron-client’ informal networks (Denoeux, 1993) whereby the other side is represented by the ‘insider’. We argue that this setup would help mitigate the Liability of Outsidership (Johanson & Vahne, 2009), a replacement of the Liability of Foreignness (Hymer, 1976; Zaheer, 1995), in the modern networked business world. We contextualize our proposition for the case of Iran, a large rising West-Asian economy with known institutional limitations, and suggest that the informal network of local merchants (bazaaries) could play an important intermediary role in Multinational Enterprises (MNEs) internationalization process. We review the history of bazaaries and make a series of propositions exemplifying possible ways informal networks could influence the internationalization process. In addition to re-affirming the importance of the MNE country of origin (emerging markets, and low psychic distance with Iran), we propose that an intermediary of the Iranian bazaaries will have a positive impact on performance and survival of the MNE's subsidiary in Iran, especially in the case of incongruence of MNE's leadership with Shi'a Islam. Additionally, we suggest that employing the Iranian diaspora may also improve subsidiary performance and survival.

摘要

摘要

我们探究了非正式社会网络如何协助跨国公司实施国际化战略。我们提出改进基于网络理论的乌普萨拉内化模型(Johanson & Vahne, 2009)，在“局内人”和“局外人”间建立一个中间位置，以应对局外人转变为局内人所受的制度约束。中间位置代表了“附庸”的非正式网络的一方(Denoeux, 1993)，而“局内人”则代表另一方。我们认为，在现代网络化的商业世界中，这一设置有助于减轻局外人劣势(Johanson & Vahne, 2009)，是外来者劣势(Hymer, 1976)的一种替代。我们将这一观点置于伊朗情境下，因为伊朗作为一个正在崛起的亚洲经济体有着众所周知的制度限制。同时，我们提出本地商人的非正式网络在跨国企业国际化进程中可以发挥重要的中介作用。我们回顾了伊朗本地商人的历史，并举例说明非正式网络可能影响国际化进程的方式。除了重申跨国企业起源国的重要性(新兴市场，以及与伊朗的低心理距离)之外，我们还提出，伊朗本地商人的中介作用对跨国企业子公司的绩效与生存有积极的影响，尤其在跨国公司的领导者与伊斯兰什叶教派不一致的情况下。此外，我们认为雇佣海外伊朗移民也有利于子公司的绩效和生存。

Аннотация

АННОТАЦИЯ

Мы исследуем, каким образом неформальные социальные связи могут помочь многонациональным компаниям в стратегии интернационализации. Мы предлагаем усовершенствовать Уппсальскую модель интернационализации (Johanson & Vahlne, 2009), основанной на теории социальных связей, и вводим промежуточное положение между «инсайдером» и «аутсайдером» в том случае, когда преобразование из аутсайдера в инсайдера невозможно по институциональным причинам. Промежуточная позиция предполагает такую ситуацию, в которой одна из сторон неформальных отношений строится по модели «патрон-клиент» (Denoeux, 1993), тогда как другая сторона представлена «инсайдером». Мы утверждаем, что такая конфигурация сможет уменьшить «бремя постороннего» (Johanson & Vahlne, 2009), которое сменило «бремя иностранца» (Hymer, 1976; Zaheer, 1995) в современном взаимосвязанном деловом мире. Мы помещаем наше предположение в контекст Ирана, большой растущей азиатской экономики с известными институциональными ограничениями, и предполагаем, что неформальные отношения местных торговцев (bazaaries) могли бы играть важную посредническую роль в процессе интернационализации многонациональных предприятий (МНП). Мы рассматриваем историю местных торговцев (bazaaries) и делаем ряд предположений, которые иллюстрируют возможные способы влияния неформальных связей на процесс интернационализации. Подтверждая важность страны происхождения МНП (развивающиеся рынки и небольшое «психологическое расстояние» с Ираном), мы также предполагаем, что посредническая роль иранских торговцев (bazaaries) оказывает положительное влияние на производительность и выживаемость филиалов МНП в Иране, особенно в том случае, когда позиция руководства МНП не совпадает с шиитским исламом. Более того, мы полагаем, что использование иранской диаспоры также может увеличить производительность и выживаемость дочерних компаний.

Resumen

RESUMEN

Investigamos cómo las redes sociales informales pueden contribuir a las empresas multinacionales en su internacionalización. Proponemos una refinación del modelo de Uppsala (Johanson & Vahne, 2009) cimentado en la teoría de redes, al desarrollar una posición intermedia entre un “alguien de adentro” y “alguien de afuera” para condiciones cuando la transformación de alguien de afuera en alguien de adentro está limitada por restricciones. Una posición intermediaria representa uno de los lados de las redes informales de “patrón-cliente” (Denoeux, 1993) según el cual el otro lado es representado por “alguien de adentro”. Discutimos que esta organización pudiera ayudar a mitigar la desventaja de estar afuera (Johanson & Vahne, 2009), como un reemplazo a la desventaja de extranjería (Hymer, 1976; Zaheer, 1995), en un moderno mundo empresarial interconectado. Contextualizamos nuestra proposición para el caso de Irán, una gran economía asiática en crecimiento con conocidas limitaciones institucionales, y sugerimos que la rede informal de los comerciantes locales (bazares puede jugar un papel intermediario importante en el proceso de internacionalización de las empresas multinacionales (EMN). Revisamos la historia de los bazares e hicimos una serie de proposiciones ejemplificando las maneras posibles en que las redes informales pueden influenciar el proceso de internacionalización. Además, para reafirmar la importancia del país origen de la empresa multinacional (mercados emergentes, y baja distancia psíquica con Irán), proponemos que un intermediario de los bazares iranís tendrá un impacto positivo en el desempeño y supervivencia de las filiales de la empresa multinacional en Irán, especialmente en el caso de incongruencia del liderazgo de la empresa multinacional con el islam chiita. Adicionalmente, sugerimos que empleando la diáspora iraní puede también mejorar el desempeño y la supervivencia de la filial.

Keywords

informal social networksinternationalizationIranliability of foreignnessliability of outsidershipMNEs非正式社会网络国际化伊朗外来者劣势局外人劣势跨国企业неформальные социальные связиинтернационализацияИран«бремя иностранца»«бремя постороннего»МНПredes sociales informalesinternacionalizaciónIrándesventaja de extranjeríaEMN
Type
Special Issue Articles
Information
Management and Organization Review , Volume 16 , Special Issue 3: Informal Networks: Dark Sides, Bright Sides, and Unexplored Dimensions , July 2020 , pp. 629 - 656
Copyright
Copyright © 2020 The International Association for Chinese Management Research

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Footnotes

accepted by Senior Editor Maral Muratbekova-Touron, Guest Editors Fida Afiouni, Sven Horak, Alena Ledeneva, Senior Editor Yanjie Bian, and Deputy Editor Carl F. Fey

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