Abstract

The paper acknowledges the emergence of the emerging country multinationals (ECMs) and their entry into the global economy. Much research has been done from the point of view of developed country multinationals, while the perspective of ECMs has been ignored. We discuss the entry of emerging country multinationals into developed markets from a cultural point of view. The cultural adaptation that they are required to make and the relevant influencing factors like the institutional environment, HR practices, expatriates, mission of the multinational, etc. Using a conceptual model built on an extensive literature review, we propose several relationships which could be considered as a guide to future research in this emerging field of research.

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