Meeting institutional demands: Comparing Google and Baidu in China

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Expansion into international markets has become one of the main growth strategies for many organizations. The blueprint is straightforward enough. Identify untapped potential and exploit the opportunities provided. Build a strong market position and reap lucrative rewards. If only it was that simple. Entering any new territory in the home nation is invariably demanding enough. Factor in the additional challenges inherent in any oversea venture and the difficulty soars to even greater heights. In any market, companies are subject to both technical and institutional demands which increase the complexity of decisions firms have to make. Pressures differ in each environment, so reacting in an appropriate manner is a must. Negotiating these demands effectively can go a considerable way in determining whether organizations ultimately succeed or fail.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to digest format.

Citation

(2014), "Meeting institutional demands: Comparing Google and Baidu in China", Strategic Direction, Vol. 30 No. 1, pp. 23-25. https://doi.org/10.1108/SD-12-2013-0100