Identifying the Components of International Branding in Environments with Institutional Voids (Case Study: FMCG Industries)

Abstract

The current research examines the components of international branding in environments with an institutional Void, especially in FMCG industries. It is applied research in terms of purpose and methodologically a mixed (qualitative-quantitative) research. It used the content analysis method in the qualitative part and the structural equation method in the quantitative part. Its statistical population included organizational experts who have experience and knowledge of branding at the international level. The researcher has selected them with a purposeful (judgmental) method. The interview continued until theoretical saturation. MAXQDA2020 software was appropriate for analyzing the qualitative data. With three stages of coding (open, central, and selective), it determined the design of the model. As the results show, the antecedents of international branding include "responding to the needs of customers, capabilities, regional capabilities and supporting domestic producers". The drivers of international branding comprehend "international standards, targeting, innovation, and creativity, needs assessment of the market, new technology, geographical and regional location. Hindrances to international branding also include "lack of current knowledge, licenses, laws and upstream documents, administrative corruption and bureaucracy." Quantitatively, the research carried out sampling with 214 people (subsidiary companies and their sub-groups) and a sample size of 137 people using Cochran's formula. The statistical population in the quantitative part comprised managers, assistants, and experts of holding companies and subsidiaries of FMCG industries. A questionnaire was the tool for collecting data and SPSS and SMART PLS3 software were the tool for their analysis. The results of the quantitative part of the research confirmed the results of the qualitative part.