The Quest for One-ness: An MNE’s journey

The Quest for One-ness: An MNE’s journey

Joel Bigley

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Abstract

Customers of multinational enterprises (MNEs) exist almost everywhere. Cross-border B2C e-commerce is expected to double by 2022 according to Forrester Research. How do MNE’s efficiently leverage their brand in a uniform front across products and geographic markets? How do they assure that the culture behind the brand looks the same to a customer regardless of where they engage the company? The author shows how a one-ness strategy was applied in an MNE case study. The author extracts twenty propositions from the findings in this case and ultimately guides a discussion on an efficacious unified culture. Absent this understanding, the risk of revenue loss is enhanced significantly.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Joel Bigley. 2018. \u201cThe Quest for One-ness: An MNE’s journey\u201d. Global Journal of Management and Business Research - A: Administration & Management GJMBR-A Volume 18 (GJMBR Volume 18 Issue A9): .

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GJMBR Volume 18 Issue A9
Pg. 13- 34

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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Classification

GJMBR-A Classification: JEL Code: M10

Submission ReceivedDecember 8, 2017
Peer Review Double Blind
Handling Editor
Accepted January 5, 2018
Published January 15, 2018

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v1.2

Issue date

September 29, 2018

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Article Matrices

Total Score: 131

Country: United States

Subject: Global Journal of Management and Business Research - A: Administration & Management

Authors: Joel Bigley (PhD/Dr. count: 0)

View Count (all-time): 115

Total Views (Real + Logic): 2913

Total Downloads (simulated): 1434

Publish Date: 2018 09, Sat

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Total Views: 2913

Total Downloads: 1434

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