South-South MNEs´ establishment process and consumer resistance: what to learn from the MNEs practices?
Résumé
This paper aims to analyze factors that may facilitate or hinder MNEs´ establishment process in a particular context of South-South implementation. This study is realized by triangulating primary and secondary data sources with data analyzed using qualitative and quantitative methods. Indeed, based on the Algerian telecommunication case study, we obtain two major results. First, institutional landscape can affect positively or negatively MNEs establishment process. It refers to macro factors that are country of origin and animosity. Second, MNEs’ organizational behavior, such as entry mode (preferential treatment) and competitive dynamics (actions/reactions), can also have an impact on the MNEs establishment process.