Abstract:

This paper develops the notion of the ‘bicultural firm’ known in international and cross-cultural management alongside the principle of ‘first mover advantages’. It answers the question – does being an early mover give an advantage in overcoming intercultural management barriers? Specifically, the research examines how cultural barriers that companies face are resolved or least detrimental when a multinational corporation is the first to enter a new international market. By that, we examine and develop how the literature on being bicultural utilises first mover advantages as its main source of competitive advantage. To do so, the research draws on a major wholesale business in Thailand, referred in this paper under the pseudonym First Mart Ltd. It draws on the first-hand case study of First Mart Ltd (involving mainly interviews with key personnel) at a time when a new foreign competitor entered Thailand. The research finds key advantages, such as pre-empting resources, technology and innovation, and customer satisfaction important components of first-mover advantages. It also suggests that a bicultural firm’s emphasis is placed on a systematic work system within the organisation, personnel development, making a difference in both quality assurance and customer service, including access to producers, communities, and partners. The contribution of this study are the empirical contexts of the wholesale food market for the Dutch and Thai pairing and the explicit bringing together of first-mover advantages for the established literature of bicultural individuals, which we extend to become the bicultural firm.

Please choose your submission type: Full Paper

Primary Track: Performance Management

Keywords: productivity;performance management

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Ms. Thitirat Pattanatorn