Hans Jansson shows how emerging country markets have become increasingly important arenas for the business activities of multinational corporations (MNCs). New key markets such as Asia and Eastern Europe are set to be the main areas for future expansion of most Western MNCs. However, these firms have experienced various strategic problems in these emerging markets, mainly regarding social responsibility and environmental issues, and relations with governments. This book explores business strategies in these markets and how the associated problems are resolved.

The book outlines and develops an integrated and pragmatic socio-economic approach towards undertaking effective MNC strategy in emerging country markets. This, labelled the 'institutional network approach' (INA), applies a new strategic perspective to international business operations and emphasises the continuous interplay between institutions and networks in designing and executing global strategies. The INA integrates the shareholder and stakeholder viewpoint into a comparative holistic perspective of international business strategy based on a broader societal approach.

This book will strongly appeal to postgraduate students, researchers and academics focussing on international business strategy. It will also equip managers and consultants with frameworks and tools to facilitate a deeper understanding of strategic issues.