Analiza efektu kraju pochodzenia na przykładzie korporacji szwedzkich
Analysis of the Country of Origin Effect on the Example of Swedish Corporations

Summary/Abstract: The aim of the paper is an attempt to portray the cultural and institutional conditions as well as specific features of Swedish multinationals. The discourse refers to the country-of-origin effect in multinational corporations that is an influence of the institutional and cultural environments on managerial practices in local markets. The study is based on the literature review and a case study and identifies the key characteristics of the institutional and cultural environments in Sweden such as egalitarianism, innovativeness, and care for quality of interpersonal relationships, consensus and social individualism. These features are noticeable in management of IKEA – a showcase example of promotion of “swedeness” in foreign markets.

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