... to achieve greater legitimacy in international markets. Design/methodology/approach This research uses a qualitative approach based on in-depth interviews in collaboration with an association of exporting firms. Findings Findings suggest five areas of DMCs to improve organizational legitimacy...

...Jie Gao; Tao Wang; Yu Jia; Cheng Lu Wang Purpose Drawing on institutional theory, this study seeks to advance the understanding of how the indirect effect of exporters' adoption of an international adaptation strategy on export performance via enhanced legitimacy is differently moderated by formal...

... three studies (n = 764) employing surveys and choice modelling experiments with samples from China and the USA. Findings The results show that BO and COM relate to different institutional perceptions. BO evokes perceptions of legitimacy and the regulatory environment, while COM evokes...

..., and how these MNCs’ CSR marketing activities are legitimized, from the institutional perspective. Design/methodology/approach – Anchoring this study in institutional theory, the authors explore how formal and informal institutions affect the legitimacy of MNCs’ CSR marketing practices in the host...