Trust

Dependable Harmony with local actors Transparency Personal linkages

High competence level Reliable quality and support

Reputation from products, competence, and personal bonds

Commitment

Resource provider Business opportunities Integrated business systems

Lack of local responsiveness Unique values to local market actors

Support from global partner links Lack of local recognition

Legitimacy

Broad social responsibility Stable local presence Correspond to local values

Raise local standards Links to legitimate actors Westernized marketing mix

Limited correlation with local values Country of origin identity

Power

Influential network position Competing political interests Non-business actor support

Involvement in local development projects Expert advisor

Low bargaining power from brand

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+Degree of congruence between a global logic and local perceptions −